Customer-Based Corporate Reputation: Introducing a New Segmentation Criterion

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Abstract

Unlike Fiedler, Walsh, Beatty, and Holloway focus on just one stakeholder group: customers. Regarded from a marketing point of view, the measurement of corporate reputation can be used as a new tool to segment various customer groups. Combined with traditional segmentation techniques, important insights for a differentiated marketing planning can be gained.

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Walsh, G., Beatty, S. E., & Holloway, B. B. (2011). Customer-Based Corporate Reputation: Introducing a New Segmentation Criterion. In Management for Professionals (Vol. Part F381, pp. 151–161). Springer Nature. https://doi.org/10.1007/978-3-642-19266-1_14

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