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The relationship of reputation and credibility to brand success

656 citations0/0 files storedJournal of Consumer Marketing

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Considers the importance of a firms′ reputation to the success or failure of its brands; the effect on the firm′s brand when a firm′s reputation decays; how important it is for a firm to maintain or advance I reputation; how a brand′s reputation can be transferred to other products. Addresses and discusses these issues in detail and emphasises the importance of reputation to the ultimate success of a product and company and warns against ignoring its fragility.

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References

1971Industrial Market Structure and Economic Performance.1982Reputation and imperfect information 1982Rational cooperation in the finitely repeated prisoners' dilemma 1983Premiums for High Quality Products as Returns to Reputations 1982Predation, reputation, and entry deterrence 1978The Chain Store Paradox 1982Consumer Information, Product Quality, and Seller Reputation

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