Corporate Reputation: What Do Consumers Really Care About?

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.

Corporate Reputation: What Do Consumers Really Care About?

Graham Page Millward Brown

Helen Fearn Millward Brown

Corporate Reputation is big business—and rightly so. The way an organization is perceived can have a huge impact on its performance. Companies...