Corporate Reputation as a Strategic Loyalty Tool: A Theoretical Exposition
Journal Title: International Journal of Management Sciences - Year 2014, Vol 4, Issue 3
Abstract
Establishing a good corporate reputation in the marketplace is important for every firm. In this paper, we examine the relationship between corporate reputation and customer’s loyalty from a theoretical perspective and proposed a practical implication that can assist management in building good corporate identity. We contend further that the variability of performance outcomes in most organizations is a manifestation of their corporate identity which calls for a fundamental change in reputational or identity marketing; thus, we noted that reputation is a marketable resource in constructing an overall corporate strategy. The paper concludes with some specific managerial implications.
Authors and Affiliations
Ibok, Nkanikpo Ibok, Samuel G. Etuk
Keywords
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