Abstract
The present study aims to investigate the influence of corporate recognition award and corporate reputation dimensions on corporate reputation consequences which are trust, satisfaction, loyalty, and positive word-of-mouth advertisements. Moreover, the study also shows the mediating impact of corporate reputation between corporate recognition award and satisfaction and loyalty. The results of the study show that corporate recognition award and corporate reputation have significant influence on trust, satisfaction, loyalty, and word-of-mouth influence. The corporate recognition dimensions also have a significant influence on corporate reputation consequences except the dimension good employer. The mediating analysis shows that corporate reputation partially mediates between corporate recognition award and satisfaction and loyalty. The results of the study indicate that corporate recognition award and corporate reputation can significantly influence corporate reputation consequences. Moreover, corporate recognition award can make a strong positive impact on consumer perception and response when the reputation of the organization is strong and positive.
Highlights
Corporate reputation is a significant competitive advantage for a firm because the competitors can’t copy this asset
The present study aims to investigate the influence of corporate recognition award and corporate reputation dimensions on corporate reputation consequences which are trust, satisfaction, loyalty, and positive word-of-mouth advertisements
Structural Equation model has been used to investigate the impact of attitude toward corporate award on corporate reputation and its consequences, the impact of corporate reputation dimension on corporate reputation consequences, and the mediating influence of corporate reputation between attitude toward corporate award and loyalty and customer satisfaction
Summary
Corporate reputation is a significant competitive advantage for a firm because the competitors can’t copy this asset. A firm with strong positive corporate reputation can achieve important financial and non-financial incentives (Feldman, 2014; Walsh et al, 2009). A good corporate reputation has been shown to positively impact on financial performance A company’s reputation may serve as a quality promise for customers. Their customers with high quality products and services with integrity and honesty. Modern corporations try to achieve a positive corporate reputation which is a sustainable competitive advantage that differentiates a firm and creates a reliable image for the relevant stakeholders. Corporate reputation is vital for the success and survival of every firm in this era of competition because numerous choices are available to a customer and brand switching is very common a days. Examining the performance of firms on corporate reputation dimensions and its consequences is vital in the present context
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