Corporate image and reputation as drivers of customer loyalty

Martínez García de Leaniz, Rosa Patricia; Rodríguez del Bosque, Ignacio A.

doi:10.1057/crr.2016.2

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Identificadores

URI: http://hdl.handle.net/10902/12082

DOI: 10.1057/crr.2016.2

ISSN: 1363-3589

ISSN: 1479-1889

Fecha

2016-04

Derechos

© Palgrave Macmillan: This is a post-peer-review, pre-copyedit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version Martínez García de Leaniz, R. P., & Rodríguez del Bosque, I. (2016). Corporate Image and Reputation as Drivers of Customer Loyalty. Corporate Reputation Review, 19(2), 166?178. https://doi.org/10.1057/crr.2016.2 is available online at: https://link.springer.com/article/10.1057/crr.2016.2

Publicado en

Corporate Reputation Review, 19(2), 166-178

Editorial

Palgrave Macmillan

Palabras clave

Corporate image

Corporate reputation

Customer loyalty

Resumen/Abstract

ABSTRACT: Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence support the influence of these constructs on customer loyalty. This study investigates the influence of corporate image ?comprised of functional and emotional aspects? and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as the greatest strategic assets to enhance customer loyalty.

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