A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets

Abstract

This research introduces and tests a conceptual framework of the construction of corporate reputation to explicate its role in consumer relationships and its value as a source of sustainable competitive advantage.The framework builds on the tenets of sustainable competitive advantage to identify the antecedents and consequences of corporate reputation, with a special emphasis on relational factors.Specifically, this dissertation investigates in depth: 1) the effects of financial, operational, and relational competence on consumers' attitudes toward the company, 2) the relative importance of these antecedents in predicting corporate reputation, and 3) the effect of corporate