The Impact of Corporate Reputation On Building Brand Equity: A Perspective Of Multinationals FMCGs

Abstract

The purpose of this study is to generate a model to examine the relationships between corporate reputation and brand equity in a study of multinational firms operating within Pakistan. This research employs a quantitative approach to examine the hypothetical relationships presented in the conceptual framework. The data was collected from a sample of the assistant, deputy, and senior managers from various multinational firms of different origins having either manufacturing or operational concerns throughout Pakistan. The hypotheses testing suggests that the proposed model achieved an acceptable fit with the data (i.e., out of six hypotheses, five hypotheses were significantly accepted). The study has limitations in generalization, in terms of the survey questionnaire, the targeted audience (employees of the firms) and multi-national firms’ context. It was concluded that there is a significant impact of corporate reputation in building a firm’s overall brand equity. However, the magnitude of the impact of reputation over brand equity is subject to the choice of particular uses of corporate reputation. The study contributes to the corporate reputation literature in the area of brand management for multinational firms, particularly fast-moving-consumer-good (FMCG) firms existing in Pakistan.