The impact of corporate reputation on brand attitude and purchase intention

Fashion and Textiles - Tập 3 Số 1
Na Young Jung1, Yoo‐Kyoung Seock2
1Department of Textile and Apparel Management, University of Missouri, 125 Stanley Hall, Columbia, MO, 65211, USA
2Department of Textiles, Merchandising and Interiors, University of Georgia, 305 Sanford Dr., Athens, GA, 30602, USA

Tóm tắt

AbstractThe purpose of this study is to explore the influences of the negative corporate CEO and corporate social responsibility reputations on the changes in consumers’ brand attitudes and purchase intentions. To perform this study purpose, we proposed the relationships between brand awareness and perceived quality and initial brand attitude and purchase intention by relying on the hierarchy of effects model; then we assessed the changes in brand attitude and purchase intention after providing information on negative corporate reputation. Multiple regression analysis and paired samples T-tests were conducted to test the hypothesized relationships using a convenience sample of 212 respondents. The empirical results support significant effects of brand awareness and perceived quality on brand attitude and purchase intention. Furthermore, respondents’ brand attitudes and purchase intentions are reduced after they are being provided with the information on negative corporate reputation. This result confirms that negative corporate reputation significantly aggravates consumers’ attitudes and purchase intention. However, the type of reputation is not a decisive factor for consumers’ cognitive processes. The results imply that marketing managers need to manage a negative reputation carefully because negative corporate reputation aggravates consumers’ cognitive process However, consumers are not influenced by specific type of negative information, thus a company can mitigate the negative impact of their negative reputation by another type of positive reputation.

Từ khóa


Tài liệu tham khảo

Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203–214.

Anderson, N. H. (1981). Foundations of information integration theory. New York, NY: Academic Press.

Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly, 26(3), 243–268.

Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of Personality and Social Psychology, 37(6), 913–929.

Barry, T. E., & Howard, D. J. (1990). A review and critique of the hierarchy of effects in advertising. International Journal of Advertising, 9(2), 121–135.

Beaudoin, P., Moore, M. A., & Goldsmith, R. E. (2000). Fashion leaders’ and followers’ attitudes toward buying domestic and imported apparel. Clothing and Textiles Research Journal, 18(1), 56–64.

Bettman, J. R., & Park, C. W. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research, 7(3), 234–248.

Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27.

Bou-Llusar, J. C., Camisón-Zornoza, C., & Escrig-Tena, A. B. (2001). Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions. Total Quality Management, 12(6), 719–734.

Bromley, D. (2002). Comparing corporate reputations: League tables, quotients, benchmarks, or case studies? Corporate Reputation Review, 5(1), 35–50.

Brown, T. J. (1997). Corporate associations in marketing. Corporate Reputation Review, 1(3), 218–233.

Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497–505.

Caruana, A., & Chircop, S. (2000). Measuring corporate reputation: A case example. Corporate Reputation Review, 3(1), 43–57.

Chakravarti, A., & Janiszewski, C. (2003). The influence of macro-level motives on consideration set composition in novel purchase situations. Journal of Consumer Research, 30(2), 244–258.

Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818–841.

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.

Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91–109.

Eckman, M., Damhorst, M. L., & Kadolph, S. J. (1990). Toward a model of the in-store purchase decision process: Consumer use of criteria for evaluating women’s apparel. Clothing and Textiles Research Journal, 8(2), 13–22.

Everard, A., & Galletta, D. F. (2006). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of Management Information Systems, 22(3), 56–95.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research reading. Boston, MA: Addison-Wesley.

Fisher-Buttinger, C., & Vallaster, C. (2011). Corporate branding and corporate reputation: Divided by a shared purpose? In Reputation Management (pp. 59–73). Berlin: Springer

Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The reputation quotient: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255.

Fombrun, C., & Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233–258.

Gaines-Ross, L. (1997). Part III: Measuring and valuing reputations: Leveraging corporate equity. Corporate Reputation Review, 1(1), 51–56.

Galbreath, J. (2005). Which resources matter the most to firm success? An exploratory study of resource-based theory. Technovation, 25(9), 979–987.

Gibson, D., Gonzales, J. L., & Castanon, J. (2006). The importance of reputation and the role of public relations. Public Relations Quarterly, 51(3), 15–18.

Grewal, D., Hardesty, D., & Iyer, G. (2004). The effects of buyer identification and purchase timing on consumers’ perceptions of trust, price fairness, and repurchase intentions. Journal of Interactive Marketing, 18(4), 87–100.

Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review, 79(2), 128–134.

Hillman, A. J., & Keim, G. D. (2001). Shareholder value, stakeholder management, and social issues: What’s the bottom line? Strategic Management Journal, 22(2), 125–139.

Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141–148.

Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92–99.

Hur, W. M., Kim, H., & Woo, J. (2013). How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, 125(1), 75–86.

Jacoby, J., Szybillo, G. J., & Busato-Schach, J. (1977). Information acquisition behavior in brand choice situations. Journal of Consumer Research, 3(4), 209–216.

Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132.

Jones, R. (2005). Finding sources of brand value: Developing a stakeholder model of brand equity. Journal of Brand Management, 13(1), 10–32.

Jones, S. A., Aiken, K. D., & Boush, D. M. (2009). Integrating experience, advertising, and electronic word of mouth. Journal of Internet Commerce, 8(3–4), 246–267.

Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–292.

Klein, J. G. (1996). Negativity in impressions of presidential candidates revisited: The 1992 election. Personality and Social Psychology Bulletin, 22(March), 289–296.

Kotler, P., & Bliemel, F. (2001). Marketing-management: Analysen, planung und verwirklichung (10th ed.). Stuttgart: Schaffer-Poeschel Verlag.

Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of Business Ethics, 95(3), 457–469.

Lamb, C. W., Hair, J. F., & Mcdaniel, C. (2004). Marketing (7th ed.). Cincinnati, OH: South-Western College Publishing.

Lang, J. Q., & Crown, E. M. (1993). Country-of-origin effect in apparel choices: A conjoint analysis. Journal of Consumer Studies & Home Economics, 17(1), 87–98.

Lee, K. H., & Shin, D. (2010). Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention. Public Relations Review, 36(2), 193–195.

Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of Business Ethics, 105(1), 69–81.

Loudon, D. L., & Della Bitta, A. J. (1993). Consumer behavious. Concepts and application. New York, NY: McGraw-Hill, Inc.

Lucking-Reiley, D., Bryan, D., Prasad, N., & Reeves, D. (2007). Pennies from eBay: The determinants of price in online auctions. Journal of Industrial Economics, 55(2), 223–233.

Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15.

Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27(August), 361–367.

Melo, T., & Garrido-Morgado, A. (2012). Corporate reputation: A combination of social responsibility and industry. Corporate Social Responsibility and Environmental Management, 19(1), 11–31.

Monirul, I. M., & Han, J. H. (2012). Perceived quality and attitude toward tea & coffee by consumers. International Journal of Business Research and Management (IJBRM), 3(3), 100–112.

Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement–empirical evidence. Journal of Product & Brand Management, 14(3), 143–154.

Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, web site quality, and purchase intentions: The role of web site personality. Journal of Business Research, 62(4), 441–450.

Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.

Poon, D. T., & Prendergast, G. (2006). A new framework for evaluating sponsorship opportunities. International Journal of Advertising, 25(4), 471–487.

Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78–92.

Ranft, A. L., Zinko, R., Ferris, G. R., & Ronald Buckley, M. (2006). Marketing the image of management: The costs and benefits of CEO reputation. Organizational Dynamics, 35(3), 279–290.

Rindova, V. P., Williamson, I. O., Petkova, A. P., & Sever, J. M. (2005). Being good or being known: An empirical examination of the dimensions, antecedents, and consequences of organizational reputation. Academy of Management Journal, 48(6), 1033–1049.

Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23(12), 1077–1093.

Roehm, M., & Tybout, A. M. (2006). When will a brand scandal spill over, and how should competitors respond? Journal of Marketing Research, 43(3), 366–373.

Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56–61.

Saxton, M. K. (1998). Where do corporate reputation come from? Corporate Reputation Review, 1(4), 393–399.

Schwaiger, M. (2004). Components and parameters of corporate reputation—An empirical study. Schmalenbach Business Review, 56(1), 46–71.

Sicilia, M., Ruiz, S., & Reynolds, N. (2006). Attitude formation online: How the consumer’s need for cognition affects the relationship between attitude towards the website and attitude towards the brand. International Journal of Market Research, 48(2), 139–154.

Siomkos, G. J., & Kurzbard, G. (1994). The hidden crisis in product-harm crisis management. European Journal of Marketing, 28(2), 30–41.

Skowronski, J. J., & Carlston, D. E. (1989). Negativity and extremity in impression formation: A review of explanations. Psychological Bulletin, 105(1), 131–142.

Sohn, Y. J., & Lariscy, R. (2012). Resource-based crisis management: The important role of the CEO’s reputation. Journal of Public Relations Research, 24(4), 318–337.

Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66.

Spreng, R. A., & Page, T. J., Jr. (2001). The impact of confidence in expectations on consumer satisfaction. Psychology & Marketing, 18(11), 1187–1204.

Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105.

Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26–43.

Wahid, N. A., & Ahmed, M. (2011). The effect of attitude toward advertisement on Yemeni female consumers’ attitude toward brand and purchase intention. Global Business and Management Research, 3(1), 21–29.

Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12(4), 357–387.

Wang, Y., Kandampully, J. A., Lo, H. P., & Shi, G. (2006). The roles of brand equity and corporate reputation in CRM: A Chinese study. Corporate Reputation Review, 9(3), 179–197.

Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46–62.

Weigelt, K., & Camerer, C. (1988). Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9(5), 443–454.

Wu, S. I., & Lo, C. L. (2009). The influence of core-brand attitude and consumer perception on purchase intention towards extended product. Asia Pacific Journal of Marketing and Logistics, 21(1), 174–194.

Yuan, J. J., & Jang, S. S. (2008). The effects of quality and satisfaction on awareness and behavioral intentions: Exploring the role of a wine festival. Journal of Travel Research, 46(3), 279–288.

Žabkar, V., Brenčič, M. M., & Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537–546.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.