Proposing a Conceptual Model of Corporate Reputation Associated with Relationship Marketing and Customer Loyalty

Abstract

Based on the theory of reasoned action and Money and Hillenbrand’s call to study corporate reputation in light of its antecedents and consequences, this article proposes a model in which corporate reputation is a core variable. The proposed model depicts relationship marketing as an independent variable, customer loyalty as a dependent variable, and the cognitive and affective factors of corporate reputation as mediating variables. This research is a conceptual contribution to global research on corporate reputation from the perspective of its implications on building marketing strategies and the positive consequences on a firm’s performance.