The Effect of Firm's Brand Reputation on Customer Loyalty and Customer Word of Mouth: The Mediating Role of Customer Satisfaction and Customer Trust

Abstract

The purpose of this study is to explain the role of corporate brand reputation in building strong relationships with customers. This study aims to build and test a model that includes interrelationships among a corporate brand reputation and its possible consequences. A structured questionnaire was distributed to users of home appliances who are located in Egypt. Data were obtained from 357 respondents and were analyzed using statistical package for social science (SPSS) version.16 and analysis of moment structure package (AMOS) version.18.The results indicated that a firm's brand reputation has a significant impact on customer satisfaction which has a significant effect on customer trust and both customer satisfaction and customer trust have a significant effect on customer loyalty. The results of this research can be generalized to other industries and other countries. Firms can have a good reputation by offering high-quality and innovative products to the customers and considering the criteria that the customers use to evaluate home appliances before purchasing. This study is one of the few studies that investigate the interrelationships among a corporate brand reputation and its possible consequences. This study helps firms' managers to know how to create a positive corporate brand reputation and gain its benefits.