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Corporate Reputation as a Strategic Loyalty Tool: A Theoretical Exposition

Author

Listed:
  • Ibok
  • Nkanikpo Ibok
  • Samuel G. Etuk

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.

Suggested Citation

  • Ibok & Nkanikpo Ibok & Samuel G. Etuk, 2014. "Corporate Reputation as a Strategic Loyalty Tool: A Theoretical Exposition," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 4(3), pages 158-164.
    • Handle: RePEc:rss:jnljms:v4i3p5
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    References listed on IDEAS

    as
    1. William P. Rogerson, 1983. "Reputation and Product Quality," Bell Journal of Economics, The RAND Corporation, vol. 14(2), pages 508-516, Autumn.
    2. Gary Davies & Rosa Chun & Michael A. Kamins, 2010. "Reputation gaps and the performance of service organizations," Strategic Management Journal, Wiley Blackwell, vol. 31(5), pages 530-546, May.
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