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Perceived corporate reputation and consumer satisfaction – An experimental exploration of causal relationships

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  • Helm, Sabrina
  • Garnefeld, Ina
  • Tolsdorf, Julia

Abstract

Corporate reputation is increasingly recognised as an important intangible asset of the firm. Therefore, investigating its causes and consequences is of interest to practice and research alike. While some authors argue that consumer satisfaction is a cause of reputation, others hold the contrary view and claim that reputation determines satisfaction. This controversy in the literature is the starting point for the present paper in which the causality of the relationship between corporate reputation and consumer satisfaction is investigated. By conducting two experiments, we show a significant effect of consumer satisfaction onto corporate reputation as perceived by consumers. However, no significant impact of reputation onto satisfaction could be detected. These findings lead to implications for the marketing of new products and firms’ reputation management.

Suggested Citation

  • Helm, Sabrina & Garnefeld, Ina & Tolsdorf, Julia, 2009. "Perceived corporate reputation and consumer satisfaction – An experimental exploration of causal relationships," Australasian marketing journal, Elsevier, vol. 17(2), pages 69-74.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:2:p:69-74
    DOI: 10.1016/j.ausmj.2009.05.003
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    References listed on IDEAS

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    Cited by:

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    2. Chia-Chi Sun, 2021. "An Assessment Model for Wealth Management Banks Based on the Fuzzy Evaluation Method," Mathematics, MDPI, vol. 9(19), pages 1-16, October.
    3. Su, Lujun & Hsu, Maxwell K. & Boostrom, Robert E., 2020. "From recreation to responsibility: Increasing environmentally responsible behavior in tourism," Journal of Business Research, Elsevier, vol. 109(C), pages 557-573.
    4. Tournois, Laurent, 2015. "Does the value manufacturers (brands) create translate into enhanced reputation? A multi-sector examination of the value–satisfaction–loyalty–reputation chain," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 83-96.
    5. İsmail Gökhan Cintamür, 2023. "Linking Customer Justice Perception, Customer Support Perception, and Customer Citizenship Behavior to Corporate Reputation: Evidence from the Airline Industry," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 111-132, May.
    6. Jalal Rajeh Hanaysha, 2021. "An Examination of Innovation Capabilities and Corporate Reputation in Banking Sector," Jindal Journal of Business Research, , vol. 10(2), pages 199-213, December.
    7. M. Sridhar & Ajay Mehta, 2018. "The Moderating and Mediating Role of Corporate Reputation in the Link Between Service Innovation and Cross-Buying Intention," Corporate Reputation Review, Palgrave Macmillan, vol. 21(2), pages 50-70, June.
    8. E. Arikan & D. Kantur & C. Maden & E. Telci, 2016. "Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(1), pages 129-149, January.

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