Corporate reputation: What do consumers really care about?

  • Page G
  • Fearn H
  • 121

    Readers

    Mendeley users who have this article in their library.
  • 78

    Citations

    Citations of this article.

Abstract

Do consumers really care about corporate reputation when it comes to
purchasing decisions? This study tests that hypothesis by comparing
consumers' perceptions of companies to the consumer equity of brands
owned by those companies, using international studies of brand equity
and corporate reputation. The results show that poor corporate
reputation makes building strong brands difficult, but a good reputation
is no guarantee of success.
The elements of corporate reputation that seem to matter most to
consumers in practice are perceptions of fairness toward consumers, and
perceptions of corporate success and leadership, rather than public
responsibility. Consumers want good business practice but when it comes
to brand strength and purchasing, more personally relevant factors take
precedence. So pushing a corporate social responsibility agenda to
consumers may not reap the strongest rewards. But ``ethical{''} brands
that bring no penalty in cost or quality are likely to be more
successful.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Get full text

Authors

  • Graham Page

  • Helen Fearn

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free