Investigating the Interactions between Four Affecting Factors on Brand Reputation and Their Roles on Word of Mouth Advertising

Document Type : Research Paper

Authors

1 Associate Professor, Yazd University, Faculty of Management and Accounting

2 Graduated from Master of Business Administration, Yazd University, Faculty of Management and Accounting

Abstract

Over the last two decades, discussions about “brand” and “reputation” have broadly appeared in national as well as international level and have always been presented in global marketing as factors that affect competitive challenges. Reputation can be defined as a perception of outsider people of the prominent features of a company or brand. This study aimed to investigate the influence of several factors such as customer satisfaction, reliability, corporate responsibility and commitment on brand reputation as well as the effects of corporate and brand reputation on word of mouth marketing in the automotive industry (notably, Samand brand). The required data is collected by using a questionnaire and the sample size was 194 people who were selected from Samand owners in the Isfahan city. According to the findings, company’s economic responsibility has the greatest impact on brand reputation. Moreover, corporate reputation has greater impact on WOM than brand reputation. Furthermore, the impact of product track record, the moderate variable, on the relationship between trust in brand reputation and expertise, the moderate impact, on the relationship between corporate economic responsibility and corporate reputation are supported.

Keywords

References

 
جلیلوند، م؛ ابراهیمی، ا. (1390). تاثیر ارتباطات توصیه ای بر خرید خودروهای داخلی (مطالعه‌ی موردی خودروی سمند شرکت ایران‌خودرو). فصلنامه علمی پژوهشی مدیریت بازرگانی، 3 (9)، 57-70.
حقیقی، م؛ قار لقی، ا؛ نیکبخت، ف. (1390). بررسی عوامل مؤثر بر برند سازی سالن‌های نمایشگاه‌های بین‌المللی (موردمطالعه: نمایشگاه بین‌المللی تهران). فصلنامه علمی-پژوهشی مدیریت بازرگانی، 3 (9)،71-90.
سرداری، ا؛ دهدشتی شاهرخ، ز؛ احمدوند، ف. (1393). تبیین مدل پاسخ‌های مصرف‌کنندگان به ارزش ویژه برند بر مبانی رابطه تلاش­های آمیخته بازاریابی، تصویر شرکت و ارزش ویژه برند (موردمطالعه: شرکت صنعتی بوتان)، فصلنامه علمی-پژوهشی تحقیقات بازاریابی نوین، 4 (1)، 21-42.
سیدهاشمی، م؛ ممدوحی، ا. (1389). تحلیل خوشه‌ای موانع اجرای استراتژی‌های بازاریابی در صنعت خودروسازی (مطالعه‌ی موردی: شرکت ایران‌خودرو). فصلنامه علمی-پژوهشی مدیریت بازرگانی، 2 (6)، 165-186.
داوری، ع؛ رضازاده، آ. (1392). مدل‌سازی معادلات ساختاری با نرم‌افزار نمونه‌سازی معادلات ساختاری نرم‌افزار. تهران: انتشارات جهاد دانشگاهی.
طالقانی، غ؛ نرگسیان، ع؛ غریبی، م؛ کوشکی، ع. (1391). بررسی رابطه بین شهرت سازمانی با نگرش­های شغلی کارکنان شرکت ایران‌خودرو، فصلنامه علمی-پژوهشی مدیریت فرهنگ سارمانی، 10 (1)، 97-114.
ناظمی، ش؛ سعادت یار، ف. (1392). نقش متغیرهای شهرت و نوآوری بر وفاداری مشتریان رستوران با در نظر گرفتن نقش واسط رضایت و ارزش ادراک‌شده. فصلنامه عملی-پژوهشی مطالعات مدیریت گردشگری، 8 (22)، 58-79.
نجم روشن، س؛ نصراللهی، ز؛ طباطبایی نسب، م.(1390). شناسایی و رتبه‌بندی عوامل مؤثر بر حسن شهرت شرکت‌های لوازم‌خانگی. فصلنامه علمی-پژوهشی کاوش‌های مدیریت بازرگانی، 3 (6)، 75-104.
ملاحسینی، ع؛ علی میرزایی، غ. (1389). بخش­بند‌ی و شناسایی ویژگی‎‌های مشتریان گروه‎‌های ایران‌خودرو و سایپا در شهر کرمان؛ فصلنامه علمی-پژوهشی مدیریت بازرگانی، 2 (6)، 135-146.
Abratt, R. & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7/8), 1048-1063
Adjei, M. T. & Clark, M. N. (2010). Relationship marketing in A B2C context: The moderating role of personality traits. Journal of Retailing and Consumer Services, 17(1), 73-79.‏
Ahearne, M, Hu, Y. Lam, S.K & Schillewart, N. (2010). Resistance tobrand switching whena radically new brand is introduced: A social identity theory perspective. American Marketing Association. 74(6), 128-146
Allen, N. J, Meyer, J. P. (1990).The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psycholog.63(1). 1–18.
Anderson, E.W. and Sullivan, M.W. (1993), “The antecedents and consequences of customer satisfaction for firms”, Marketing Science, 12 (2). 43-125.
Barnett, M. L. Jermier, J. M. & Lafferty, B. A. (2006). Corporate reputation: The definitional landscape. Corporate Reputation Review, 9(1), 26-38.‏
Berry, L. L. & Parasuraman, A. (1991). Marketing services. New York: Free Press.
Bontis, N. Booker, L. D. & Serenko, A. (2007). The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision, 45(9), 1426-1445.‏
Brower, H.H. & Shrader, C.B. (2000). Moral Reasoning and Ethical Climate: Not-for-Profit vs. For-Profit Boards of Directors, Journal of Business Ethics,26(2),147-167.
Bosso, G. Michelon, G. (2010). The effects of stakeholder prioritization on corporate financial performance: an empirical investigation. International Journal of Management, 27(3), 470–579.
Brown, T. J. & Dacin, P. A. (1997). The company and the product: corporate: associations and consumer product responses. The Journal of Marketing, 61(1), 68-84.‏
Carroll, A. B. (1991). The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.‏
Christiansen, T. & Tax, S. S. (2000). Measuring word of mouth: the questions of who and when? Journal of Marketing Communications, 6(3), 185-199.
Doney, P. M. and J. P. Cannon. (1997)."An examination of the nature of trust in buyer–seller relationships", Journal of Marketing, 61(2). 35–51.
East, R. Hammond, K. & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224.‏
Eberle, D. Berens, G. & Li, T. (2013). The impact of interactive corporate social responsibility communication on corporate reputation. Journal of business ethics, 118(4), 731-746.‏
Fombrun, C. J. (1996). Reputation, Harvard Business School Press. Boston, MA.‏
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European journal of marketing, 39(11/12), 1372-1388.
Gray, E. R. & Balmer, J. M. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695-702.‏
Grunwald, G. & Bernd, H. (2010). Impacts of reputation for quality on perceptions of company responsibility and product-related dangers in times of product-recall
and public complaints crises: Results from an empirical investigation. Corporate
Reputation Review, 13(4), 264–283.                                                                                      
Gümüş, M. Öksüz, B. (2009). Turizm İşletmelerinde Kurumsal İtibar Yönetimi, Ankara: Nobel Yayınları.
Gu, H. Ryan, C. Bin, L. & Wei, G. (2013). Political connections, guanxi and adoption of CSR policies in the Chinese hotel industry: Is there a link? Tourism Management, 34(1), 231-235.
Hunt, H. K. (1977). CS/D—overview and future directions. In H.K. Hunt (Ed.), Conceptualization and measurement of customer satisfaction and dissatisfaction (pp. 7–23). Cambridge, MA: Marketing Science Institute.
Hsu, K. T. (2012). The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the life insurance industry in Taiwan. Journal of business ethics, 109(2), 189-201.‏
Homburg, C. & Rudolph, B. (2001). Customer satisfaction in industrial markets: dimensional and multiple role issues. Journal of Business Research, 52(1), 15-33
Hennig-Thurau, T. Gwinner, K. P. & Gremler, D. D. (2002). Understanding relationship marketing outcomes an integration of relational benefits and relationship quality. Journal of service research, 4(3), 230-247.‏
Jin, B. Yong Park, J. & Kim, J. (2008). Cross-cultural examination of the relationships among firm reputation, e-satisfaction, e-trust, and e-loyalty. International Marketing Review, 25(3), 324-337.
Keh, H. T. & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742.
Lange, D. Lee, P. M. & Dai, Y. (2011). Organizational reputation: A review. Journal of Management, 37(1), 153-184.‏
Mayer, R. C. Davis, J. H. & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.‏
McKnight, D. H. Choudhury, V. & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: an integrative typology. Information systems research, 13(3), 334-359.
Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. the journal of marketing, 58(3). 20-38.‏
Moorman, C. Zaltman, G. & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust. Journal of marketing research, 29(3), 314-328.‏
Park, J. Lee, H. & Kim, C. (2014). Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives. Journal of Business Research, 67(3), 295-302.‏
Peteraf, M.A. (1993), “The cornerstones of competitive advantage: a resource-based view”, Strategic Management Journal, 14(3), 91-179.‏
Podoshen, J. (2006a), “Word of mouth, brand loyalty, acculturation and the American Jewish consumer”,Journal of Consumer Marketing, 23(5), 82-266.
Ries, A and Trout, J (2001). Positioning: The Battle for your mind. New York McGraw-Hill.
Saeidi,S. P.Sofian, S. Saeidi, P. Saeidi, S. P. & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), 341-350.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of marketing, 27(9), 19-35.
Siltaoja, M. E. (2006). Value priorities as combining core factors between CSR and reputation–a qualitative study. Journal of Business Ethics, 68(1), 91-111.
Shahsavari, A, & Mohammad, F. (2013). The Effect of Customer-Based Corporate Reputation on Customers’ Citizenship Behaviors in Banking Industry. Engineering and Technology 6(20), 3746-3755.
Shamma, H. M. & Hassan, S. S. (2009). Customer and non-customer perspectives for examining corporate reputation. Journal of Product & Brand Management, 18(5), 326-337.‏
Sweeney, J. C. Soutar, G. N. & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3/4), 344-364.
van Birgelen, M. de Jong, A. & de Ruyter, K. (2006). Multi-channelservice retailing: The effects of channel performance satisfactionon behavioral intentions. Journal of Retailing, 82(4), 367–377.
Van Riel, C.B.M. and C.J. Fombrun. (2007). Essentials of Corporate Com-munication: Implementing Practices for Effective Reputation Management,London, England: Routledge.
Veloutsou, C & Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314-322.
Walsh, G. Mitchell, V. W. Jackson, P. R. & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: a customer perspective. British Journal of Management, 20(2), 187-203.‏
Walsh, Gianfranco and Sharon Beatty (2007), Customer-Based Corporate Rep-utation of a Service Firm: Scale Development and Validation, Journal ofthe Academy of Mark eting Science, 35(1), 43–127.
 

Files

Share

How to cite

Statistics