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Evaluating the impact of corporate brand on consumer satisfaction
University of Canberra.
2013 (English)In: Asia Pacific Journal of Marketing and Logistics, ISSN 1355-5855, E-ISSN 0945-7517, Vol. 25, no 4, 561-589 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to empirically examine the impact of a corporate brand on consumer satisfaction and ascertain which corporate brand attributers had the most influential effects on consumer satisfaction.

Design/methodology/approach – Using a multiple regression method and an Australian sample of 235 consumers, this paper tests a relationship between consumer-perceived corporate brand and consumer satisfaction.

Findings – The results demonstrate that a corporate brand acts as a critical predictor of consumer satisfaction thus providing support for the research proposition. The three components of consumer value (functional, emotional and symbolic) were found to be critical and consistent predictors of consumer satisfaction. Corporate associations and core organizational values were also found to be the drivers of consumer satisfaction.

Research limitations/implications – Although the cross-sectional nature of data collection method limits the data to a single point in time; this research contributes important insights into the factors affecting one of the key performance indicators such as consumer satisfaction.

Practical implications – The findings have important implications for a corporate branding strategy implementation and effective corporate brand communications that can be employed for enhancing the relationship with the existing consumers as well as acquiring new consumers.

Originality/value – Consumer satisfaction has primarily been studied as a mediator through which a brand impacts on consumer loyalty. This paper extends existing research by considering a corporate brand as an antecedent and a driver of consumer satisfaction. To address the disparity between operationalisation and conceptualisation of the corporate brand construct, this study maintains a corporate brand is a multidimensional construct and measures it accordingly.

Place, publisher, year, edition, pages
2013. Vol. 25, no 4, 561-589 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-23506DOI: 10.1108/APJML-12-2012-0132OAI: oai:DiVA.org:hj-23506DiVA: diva2:697898
Available from: 2014-02-19 Created: 2014-02-19 Last updated: 2014-02-19Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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  • asciidoc
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