The Relationships Among Corporate Reputation, Brand Crisis, and Customer Loyalty: An Abstract

Abstract

The purpose of this study is to explore the relationships among corporate reputation, brand crisis, and customer loyalty in the Ghanaian marketplace. In addition, consistent with Lei et al. (2012), this study examines whether attributions moderate the relationship between brand crisis and corporate reputation. While the precise understanding and nature of the relationship existing between corporate reputation and customer behavior, and, more specifically, customer loyalty, remains a key challenge for both academia and management alike, research on the impact of brand crisis on key marketing constructs including corporate reputation and customer loyalty is limited (Dawar et al. 2009). Furthermore, most of the studies related to the research topic have been conducted in developed economies (Merchant et al. 2015; Decker 2012; Ma et al. 2010) to the exclusion of developing sub-Saharan African economies. These gaps provide much of the inspiration for this study in the Ghanaian marketplace.