Validation of the customer-based corporate reputation scale in a retail context

A positive corporate reputation held by customers is important for both financial and customer outcome variables.

Validation of the customer-based corporate reputation scale in a retail context

Nic S. Terblanche

University of Stellenbosch

Introduction

The interdisciplinary nature of earlier work on corporate reputation has caused terminological difficulties to define corporate reputation (Chun 2005). Notwithstanding this ostensible definitional problem, adequate perspectives and efforts to define corporate reputation exist to enable one to delineate what corporate reputation is.

Yoon et al.(1993) consider corporate reputation as a mirror reflecting a firm’s past and that expresses features of a firm’s offerings to its target markets in contrast with those of the firm’s rivals. Herbig and Milewicz (1993, p. 18) see...

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