BibTex RIS Kaynak Göster

Yıl 2011, Cilt: 4 Sayı: 7, 65 - 96, 01.06.2011

Ümit Alnıaçık

Öz

This study examines how different components of corporate reputation impacts on customer loyalty. Different aspects of a hypothetical firm’s reputation are systematically altered in a between subjects experimental design with eight treatments. In each treatment, one aspect of a fictitious company’s reputation was negatively manipulated by using company vignettes. Participants in the control treatment were provided with a company vignette depicting a perfect reputation in all aspects. 965 university students participated to the study. After reading the vignette, participants were asked to answer some questions regarding what they think about being a loyal customer of the narrated company. Analyses of variance verified that different aspects of corporate reputation impacts customer loyalty by varying magnitudes. Further, results of planned comparisons revealed that product and service quality is the most important reputation component that affected prospective customers’ intentions to be loyal customers of a company.

Anahtar Kelimeler

Corporate Reputation Customer Loyalty Experimental Design Reputation

Kaynakça

  • AAKER, D.A., “Measuring brand equity across products and markets”, California Management Review, Vol:38, No:3, 1996, s:102‐120.
  • ANDERSON, E.W., “Customer satisfaction and word of mouth” Journal of Service Research, Vol:1, No:1, 1998, s:5‐17.
  • ANDREASSEN, T.W., B. Lindestad, “The effect of corporate image in the formation of customer loyalty”, Journal of Service Research, Vol:1, No:1, 1998, s:82‐92.
  • ANDREASSEN, T.W., “Satisfaction, loyalty and reputation as indicators of customer orientation in the public sector”, Journal of Public Sector Management, Vol:7, Is:2, 1994, s:16‐34.
  • BARICH, H., P. Kotler, “A framework for marketing image management”, Sloan Management Review, Vol:32, No:2, 1991, s:94‐109.
  • BARNEY, J.B., “Firm resources and sustained competitive advantage”, Journal of Management, Vol:17, No:1, 1991, s: 99‐120.
  • BARNEY, J.B., (2002). Gaining and Sustaining Competitive Advantage, 2nd ed., Upper Saddle River, NJ, Prentice‐Hall.
  • BROMLEY, D.B., (1993). Reputation, Image and Impression Management, Chichester: John Wiley&Sons,.
  • CARUANA, A., S. Chircop, “Measuring corporate reputation: a case example”, Corporate Reputation Review, Vol:3, Is:1, 2000, s:43‐57.
  • CARUANA, A., B. Ramasashan, K.A. Krentler, “Corporate reputation, customer satisfaction, customer loyalty: What is the relationship?” In H. E. Spotts (Ed.), Proceedings: Developments in marketing science, Coral Gables, FL: Academy of Marketing Science, Vol.27, 2004, s:301.
  • CREYER, E.H. and W.T. Ross, “The Impact of Corporate Behavior on Perceived Product Value”, Marketing Letters, Vol.7, No:2, 1996, s: 173‐185.
  • CROFT, S., J. Dalton, (2003). Managing Corporate Reputation: The New Currency, Thorogood Professional Insights series, London.
  • DAVIES, G., R.Chun , R. DaSilva, S. Roper, “The personification metaphor as a measurement approach for corporate reputation”, Corporate Reputation Review, Vol:4, No:2, 2001, s:113‐127.
  • DIERICKX, I., K. Cool, “Asset stock accumulation and sustainability of competitive advantage”, Management Science, Vol:35, No:12, 1989, s:1504‐1511.
  • DOLLINGER, Marc J., Peggy A. Golden, Todd Saxton, “The Effect Of Reputation On The Decision To Joint Venture”, Strategic Management Journal, Vol:18, Is:2, 1997, s:127‐140.
  • DONEY, P.M., J.P. Cannon, “An examination of the nature of trust in buyer‐seller relationships”, Journal of Marketing, Vol:61, No:2, 1997, s:35‐51.
  • DÖRTOK, Arın, (2004). Kurumsal İtibarınızdan Kaç Sıfır Atabilirsiniz?, Rota Yayınları, İstanbul.
  • DUTTON, Jane E., Janet M. Dukerich, “Keeping an Eye on the Mirror: Image and Identity in Organizational Adaptation”, Academy of Management Journal, Vol:34, No:3, Sep 1991, s:517‐554.
  • FINCH, Janet., “The Vignette Technique in Survey Research”, Sociology, Vol:21, No:1, 1987, s:105‐115.
  • FOMBRUN, C.J., (1996). Reputation: Realizing Value from the Corporate Image, Cambridge, MA: Harvard Business School Pres.
  • FOMBRUN, C.J., “List of Lists: A Compilation of International Corporate Reputation Ratings” Corporate Reputation Review, Vol:10, No:2, 2007, s:144‐153.
  • FOMBRUN, C.J., C.M., Shanley, “Whatʹs in a name? Reputation building and corporate strategy”, Academy of Management Journal, Vol:33, Is:2, 1990, s:233‐258.
  • FOMBRUN, C.J., N.A. Gardberg and M.L. Barnett, “Opportunity Platforms and Safety Nets:Corporate Citizenship and Reputational Risk”, Business and Society Review, Vol. 105, No:1, 2000, s: 85‐106.
  • FOMBRUN, C.J.; C.B.M. Van Riel, (2003). Fame & Fortune: How Successful Companies Build Winning Reputations, Financial Times Prentice Hall Boks, Upple Saddle River, NJ.
  • FRYXELL, G.E. J.Wang, “The fortune corporate ʹreputationʹ index: reputation for what?”, Journal of Management, Vol:20, No:1, 1994, s:1‐14.
  • GANESH, J., M.J. Arnold, K.E. Reynolds, “Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers”, Journal of Marketing, Vol.64, July 2000, s:65‐87.
  • GARDBERG, N.A., “How Do Individuals Construct Corporate Reputations?: Examining the Effects of Stakeholder Status and Firm Strategy on Cognitive Elaboration and Schema Complexity about Firm Performance” (Yayınlanmamış Doktora Tezi, New York University, 2001).
  • GARDBERG, N.A. C.J. Fombrun, “Corporate Citizenship: Creating Intangible Assets Across Institutional Environments”, Academy of Management Review, Vol. 31, No. 2, 2006, s:329‐346.
  • GOLDBERG, M.E., J. Hartwick, “The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness”, Journal of Consumer Research, Vol.17, Sep.1990, s: 172‐179.
  • GOLDSMITH, R.E., B.A. Lafferty, S.J. Newell, “The Influence of Corporate Credibility on Consumer Attitudes and Purchase Intent”, Corporate Reputation Review, Vol.3, No.4, 2000, s:304‐318.
  • GOTSI, M., Wilson, A. “Corporate reputation: seeking a definition”, Corporate Communications, Vol:6, 2001, s:24‐30.
  • GREYSER, S., “Advancing and Enhancing Corporate Reputation”, Corporate Communications, Vol:4, Is:4, 1999, s:177‐181.
  • GROENLAND, E.A.G., “Qualitative research to validate the RQ‐dimensions”, Corporate Reputation Review, Vol:4, No:4, 2002, s:309‐315.
  • HALL, R., “The strategic analysis of intangible resources”, Strategic Management Journal, Vol:13, No:2, 1992, s:135‐144.
  • HANBY, T., “Brands ‐ Dead or Alive?”, Journal of Marketing Research Society, Vol:41, No:1, 1999, s:7‐18.
  • HARRISON, K., “Why a good corporate reputation is important to your organization?”, (İndirme Tarihi: 29.04.2009) Web: http://www.cuttingedgepr.com/articles/corprep important.asp .
  • HELLER, N.A., “The Influence of Reputation and Sector on Perceptions of Brand Alliances of Nonprofit Organizations”, Journal of Nonprofit & Public Sector Mar‐ keting, Vol:20, Is:1, 2008, s: 15‐36.
  • İSLAMOĞLU, A.H., (2009). Sosyal Bilimlerde Araştırma Yöntemleri, Birinci Baskı, Beta Basım Yayım Dağıtım, İzmit.
  • KAY, J., (1993). Foundations of corporate success, Oxford University Press, Oxford.
  • KIM, H.S. ve C.H. Yoon, “Determinants of Subscriber Churn and Customer Loyalty in the Korean Mobile Telephony Market,” Telecommunications Policy, Vol:28, No:9‐ 10, 2004, s: 751‐765.
  • KREPS, D.M., R. Wilson, “Reputation and Imperfect Information”, Journal of Economic Theory, Vol:27, No:2, 1982, s: 253‐279.
  • LAFFERTY, B.A, R.E. Goldsmith, “How Influential are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High Technology Product?”, Corporate Reputation Review, Vol:7, No:1, 2004, s:24‐36.
  • MURRAY, K.B., C.M. Vogel, “Using a hierarchy‐of‐effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts”, Journal of Business Research, Vol:38, No:2, 1997, s: 141‐159.
  • NAKİP, Mahir, (2003). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygula‐ malar, Birinci Baskı, Seçkin Yayıncılık, Ankara, 2003.
  • NAKRA, P., “Corporate reputation management: CRM with a strategic twist?”, Public Relations Quarterly, Vol:45, No:2, 2000, s:35‐42.
  • NGUYEN, N., G. Leblanc, “Corporate image and corporate reputation in customersʹ retention decisions in services”, Journal of Retailing and Consumer Services, Vol:8, No:4, 2001, s:227‐236.
  • NOSANCHUK, T.A., “The Vignette as an Experimental Approach to the Study of Social Status: An Exploratory Study”, Social Science Research, Vol:1, No:1, 1972, s:107‐120.
  • OLIVER, R. L., W. DeSarbo, “Response determinants in satisfaction judgments”, Journal of Consumer Research, Vol:14, March 1988, s:495‐507.
  • ÖZER, L. ve P. Anteplioğlu, “Hizmet Satın Alma Sürecinde Kulaktan Kulağa İletişimin Etkisi,” Hacettepe Üniversitesi İ.İ.B.F. Dergisi, Cilt:23, Sayı:1, 2005, s:202‐224.
  • ROBERTS, P.W., G.R. Dowling, “Corporate reputation and sustained superior financial performance”, Strategic Management Journal, Vol:23, No:12, 2002, s:1077‐1093.
  • ROSE, C., S. Thomsen, “The impact of corporate reputation on performance: Some Danish evidence”, European Management Journal, Vol:22, No:2, 2004, s:201‐210.
  • SAXTON, M.K., “Where do corporate reputations come from?”, Corporate Reputation Review, Vol:1, No:4, 1998, s:393‐399.
  • SCHIFFMAN, L.G. ve L.L. Kanuk, (2007). Consumer Behavior, 9.ed., Prentice Hall, N.J.
  • SCHULTZ, D.E., S.I. Tannenbaum and R.F. Lauterbron, (1994). Integrated Marketing Communications, NTC Books, Chicago.
  • SEN, S., C.B. Bhattacharya, D. Korschun, “The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment”, Journal of the Academy of Marketing Science, Vol:34, No:2, 2006, s:158‐166.
  • SHAPIRO, C., “Premiums for high‐quality products as returns to reputations”, Quarterly Journal of Economics, Vol:98, 1983, s:659‐681.
  • LONG‐TOLBERT, S.J., “A Conceptual Framework and Empirical Tests of the Antecedents and Consequences of Corporate Reputation: A Study of Consumer Markets”, (Yayınlanmamış Doktora Tezi, The Ohio State University, 2000).
  • TOO, L.H.Y., A.L. Souchon, P.C. Thirkell, “Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration”, Journal of Marketing Management, Vol.17, 2001, s:287‐319.
  • WALSH, G., K.P. Wiedmann, “A conceptualization of corporate reputation in Germany: An evaluation and extension of the RQ”, Corporate Reputation Review, Vol:6, No:4, 2004, s: 304‐312.
  • WALSH, G., G.K. Dinnie, K.P. Wiedmann, “How do corporate reputation and customer satisfaction impact customer defection?”, Journal of Services Marketing, Vol:20, No:6, 2006, s:412‐420.
  • WALSH, G., S.E.Beatty, “Customer‐based corporate reputation of a service firm: scale development and validation”, Journal of the Academy of Marketing Science, Vol:35, 2007, s:127‐143.
  • WEIGELT, K., and C. Camerer, “Reputation and corporate strategy: a review of recent theory and applications”, Strategic Management Journal, Vol: 9, No:5, 1988, s: 443‐454.
  • YOO, B.C., N. Donthu, “Developing and validating a multidimensional consumer‐ based brand equity scale”, Journal of Business Research, Vol.52, Iss.1, 2001, s:1‐14.
  • YOON, E., H.J. Guffey and V. Kijewski, “The effects of information and company reputation on intentions to buy a business service”, Journal of Business Research, Vol:27, Iss.3, 1993, s:215‐228.
  • ZEITHAML, V.A., L.L Berry, A. Parasuraman, “The behavioral consequences of service quality”, Journal of Marketing; Vol:60, No:2; Apr 1996; s:31‐46.

KURUMSAL İTİBARI OLUŞTURAN FARKLI BİLEŞENLERİN MÜŞTERİ BAĞLILIĞI ÜZERİNDEKİ ETKİLERİ

Yıl 2011, Cilt: 4 Sayı: 7, 65 - 96, 01.06.2011

Ümit Alnıaçık

Öz

Bu çalışmada, “İtibar Katsayısı” modeline göre kurumsal itibarı oluşturan yedi farklı bileşenin müşteri bağlılığı üzerindeki etkileri incelenmiştir. Bu amaçla, tek faktör itibar bileşeninin düzeyi ve buna bağlı sekiz alt gruptan oluşan özneler arası bir deneysel tasarım hazırlanmıştır. Her deney grubuna, kurgusal bir işletmenin itibarını oluşturan bileşenlerden birinin olumsuz, geri kalanların ise olumlu bir şekilde anlatıldığı farklı bir hikâye verilmiştir. Kontrol grubuna ise, tüm itibar bileşenlerinin olumlu bir çerçevede anlatıldığı bir hikâye verilmiştir. Kendilerine verilen hikâyeyi okuyan cevaplayıcıların, hikâyede bahsi geçen işletmenin sunduğu ürünleri satın alma ve onlara bağlılık göster‐me niyetleri ölçülmüştür. Araştırma, üniversite öğrencileri üzerinde gerçekleştirilmiş ve çalışma sonunda 965 cevaplayıcıdan toplanan veriler analiz edilmiştir. Hipotezlerin testinde varyans analizleri ve planlı karşılaştırmalar kullanılmıştır. Yapılan analizler sonucunda, farklı kurumsal itibar bileşenlerinin müşteri bağlılığını farklı düzeylerde etkilediği saptanmıştır. Buna ilaveten, ürün ve hizmet kalitesinde ortaya çıkacak bir olumsuzluk ya da yetersizliğin, müşteri bağlılığını diğer kurumsal itibar bileşenlerin‐den daha fazla etkileyeceği azaltacağı görülmüştür. Anahtar Kelimeler: Kurumsal İtibar, Müşteri Bağlılığı, Deneysel Tasarım, İtibar Katsa‐yısı.

Anahtar Kelimeler

Kurumsal İtibar Müşteri Bağlılığı Deneysel Tasarım İtibar Katsa‐ yısı.

Kaynakça

  • AAKER, D.A., “Measuring brand equity across products and markets”, California Management Review, Vol:38, No:3, 1996, s:102‐120.
  • ANDERSON, E.W., “Customer satisfaction and word of mouth” Journal of Service Research, Vol:1, No:1, 1998, s:5‐17.
  • ANDREASSEN, T.W., B. Lindestad, “The effect of corporate image in the formation of customer loyalty”, Journal of Service Research, Vol:1, No:1, 1998, s:82‐92.
  • ANDREASSEN, T.W., “Satisfaction, loyalty and reputation as indicators of customer orientation in the public sector”, Journal of Public Sector Management, Vol:7, Is:2, 1994, s:16‐34.
  • BARICH, H., P. Kotler, “A framework for marketing image management”, Sloan Management Review, Vol:32, No:2, 1991, s:94‐109.
  • BARNEY, J.B., “Firm resources and sustained competitive advantage”, Journal of Management, Vol:17, No:1, 1991, s: 99‐120.
  • BARNEY, J.B., (2002). Gaining and Sustaining Competitive Advantage, 2nd ed., Upper Saddle River, NJ, Prentice‐Hall.
  • BROMLEY, D.B., (1993). Reputation, Image and Impression Management, Chichester: John Wiley&Sons,.
  • CARUANA, A., S. Chircop, “Measuring corporate reputation: a case example”, Corporate Reputation Review, Vol:3, Is:1, 2000, s:43‐57.
  • CARUANA, A., B. Ramasashan, K.A. Krentler, “Corporate reputation, customer satisfaction, customer loyalty: What is the relationship?” In H. E. Spotts (Ed.), Proceedings: Developments in marketing science, Coral Gables, FL: Academy of Marketing Science, Vol.27, 2004, s:301.
  • CREYER, E.H. and W.T. Ross, “The Impact of Corporate Behavior on Perceived Product Value”, Marketing Letters, Vol.7, No:2, 1996, s: 173‐185.
  • CROFT, S., J. Dalton, (2003). Managing Corporate Reputation: The New Currency, Thorogood Professional Insights series, London.
  • DAVIES, G., R.Chun , R. DaSilva, S. Roper, “The personification metaphor as a measurement approach for corporate reputation”, Corporate Reputation Review, Vol:4, No:2, 2001, s:113‐127.
  • DIERICKX, I., K. Cool, “Asset stock accumulation and sustainability of competitive advantage”, Management Science, Vol:35, No:12, 1989, s:1504‐1511.
  • DOLLINGER, Marc J., Peggy A. Golden, Todd Saxton, “The Effect Of Reputation On The Decision To Joint Venture”, Strategic Management Journal, Vol:18, Is:2, 1997, s:127‐140.
  • DONEY, P.M., J.P. Cannon, “An examination of the nature of trust in buyer‐seller relationships”, Journal of Marketing, Vol:61, No:2, 1997, s:35‐51.
  • DÖRTOK, Arın, (2004). Kurumsal İtibarınızdan Kaç Sıfır Atabilirsiniz?, Rota Yayınları, İstanbul.
  • DUTTON, Jane E., Janet M. Dukerich, “Keeping an Eye on the Mirror: Image and Identity in Organizational Adaptation”, Academy of Management Journal, Vol:34, No:3, Sep 1991, s:517‐554.
  • FINCH, Janet., “The Vignette Technique in Survey Research”, Sociology, Vol:21, No:1, 1987, s:105‐115.
  • FOMBRUN, C.J., (1996). Reputation: Realizing Value from the Corporate Image, Cambridge, MA: Harvard Business School Pres.
  • FOMBRUN, C.J., “List of Lists: A Compilation of International Corporate Reputation Ratings” Corporate Reputation Review, Vol:10, No:2, 2007, s:144‐153.
  • FOMBRUN, C.J., C.M., Shanley, “Whatʹs in a name? Reputation building and corporate strategy”, Academy of Management Journal, Vol:33, Is:2, 1990, s:233‐258.
  • FOMBRUN, C.J., N.A. Gardberg and M.L. Barnett, “Opportunity Platforms and Safety Nets:Corporate Citizenship and Reputational Risk”, Business and Society Review, Vol. 105, No:1, 2000, s: 85‐106.
  • FOMBRUN, C.J.; C.B.M. Van Riel, (2003). Fame & Fortune: How Successful Companies Build Winning Reputations, Financial Times Prentice Hall Boks, Upple Saddle River, NJ.
  • FRYXELL, G.E. J.Wang, “The fortune corporate ʹreputationʹ index: reputation for what?”, Journal of Management, Vol:20, No:1, 1994, s:1‐14.
  • GANESH, J., M.J. Arnold, K.E. Reynolds, “Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers”, Journal of Marketing, Vol.64, July 2000, s:65‐87.
  • GARDBERG, N.A., “How Do Individuals Construct Corporate Reputations?: Examining the Effects of Stakeholder Status and Firm Strategy on Cognitive Elaboration and Schema Complexity about Firm Performance” (Yayınlanmamış Doktora Tezi, New York University, 2001).
  • GARDBERG, N.A. C.J. Fombrun, “Corporate Citizenship: Creating Intangible Assets Across Institutional Environments”, Academy of Management Review, Vol. 31, No. 2, 2006, s:329‐346.
  • GOLDBERG, M.E., J. Hartwick, “The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness”, Journal of Consumer Research, Vol.17, Sep.1990, s: 172‐179.
  • GOLDSMITH, R.E., B.A. Lafferty, S.J. Newell, “The Influence of Corporate Credibility on Consumer Attitudes and Purchase Intent”, Corporate Reputation Review, Vol.3, No.4, 2000, s:304‐318.
  • GOTSI, M., Wilson, A. “Corporate reputation: seeking a definition”, Corporate Communications, Vol:6, 2001, s:24‐30.
  • GREYSER, S., “Advancing and Enhancing Corporate Reputation”, Corporate Communications, Vol:4, Is:4, 1999, s:177‐181.
  • GROENLAND, E.A.G., “Qualitative research to validate the RQ‐dimensions”, Corporate Reputation Review, Vol:4, No:4, 2002, s:309‐315.
  • HALL, R., “The strategic analysis of intangible resources”, Strategic Management Journal, Vol:13, No:2, 1992, s:135‐144.
  • HANBY, T., “Brands ‐ Dead or Alive?”, Journal of Marketing Research Society, Vol:41, No:1, 1999, s:7‐18.
  • HARRISON, K., “Why a good corporate reputation is important to your organization?”, (İndirme Tarihi: 29.04.2009) Web: http://www.cuttingedgepr.com/articles/corprep important.asp .
  • HELLER, N.A., “The Influence of Reputation and Sector on Perceptions of Brand Alliances of Nonprofit Organizations”, Journal of Nonprofit & Public Sector Mar‐ keting, Vol:20, Is:1, 2008, s: 15‐36.
  • İSLAMOĞLU, A.H., (2009). Sosyal Bilimlerde Araştırma Yöntemleri, Birinci Baskı, Beta Basım Yayım Dağıtım, İzmit.
  • KAY, J., (1993). Foundations of corporate success, Oxford University Press, Oxford.
  • KIM, H.S. ve C.H. Yoon, “Determinants of Subscriber Churn and Customer Loyalty in the Korean Mobile Telephony Market,” Telecommunications Policy, Vol:28, No:9‐ 10, 2004, s: 751‐765.
  • KREPS, D.M., R. Wilson, “Reputation and Imperfect Information”, Journal of Economic Theory, Vol:27, No:2, 1982, s: 253‐279.
  • LAFFERTY, B.A, R.E. Goldsmith, “How Influential are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High Technology Product?”, Corporate Reputation Review, Vol:7, No:1, 2004, s:24‐36.
  • MURRAY, K.B., C.M. Vogel, “Using a hierarchy‐of‐effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts”, Journal of Business Research, Vol:38, No:2, 1997, s: 141‐159.
  • NAKİP, Mahir, (2003). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygula‐ malar, Birinci Baskı, Seçkin Yayıncılık, Ankara, 2003.
  • NAKRA, P., “Corporate reputation management: CRM with a strategic twist?”, Public Relations Quarterly, Vol:45, No:2, 2000, s:35‐42.
  • NGUYEN, N., G. Leblanc, “Corporate image and corporate reputation in customersʹ retention decisions in services”, Journal of Retailing and Consumer Services, Vol:8, No:4, 2001, s:227‐236.
  • NOSANCHUK, T.A., “The Vignette as an Experimental Approach to the Study of Social Status: An Exploratory Study”, Social Science Research, Vol:1, No:1, 1972, s:107‐120.
  • OLIVER, R. L., W. DeSarbo, “Response determinants in satisfaction judgments”, Journal of Consumer Research, Vol:14, March 1988, s:495‐507.
  • ÖZER, L. ve P. Anteplioğlu, “Hizmet Satın Alma Sürecinde Kulaktan Kulağa İletişimin Etkisi,” Hacettepe Üniversitesi İ.İ.B.F. Dergisi, Cilt:23, Sayı:1, 2005, s:202‐224.
  • ROBERTS, P.W., G.R. Dowling, “Corporate reputation and sustained superior financial performance”, Strategic Management Journal, Vol:23, No:12, 2002, s:1077‐1093.
  • ROSE, C., S. Thomsen, “The impact of corporate reputation on performance: Some Danish evidence”, European Management Journal, Vol:22, No:2, 2004, s:201‐210.
  • SAXTON, M.K., “Where do corporate reputations come from?”, Corporate Reputation Review, Vol:1, No:4, 1998, s:393‐399.
  • SCHIFFMAN, L.G. ve L.L. Kanuk, (2007). Consumer Behavior, 9.ed., Prentice Hall, N.J.
  • SCHULTZ, D.E., S.I. Tannenbaum and R.F. Lauterbron, (1994). Integrated Marketing Communications, NTC Books, Chicago.
  • SEN, S., C.B. Bhattacharya, D. Korschun, “The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment”, Journal of the Academy of Marketing Science, Vol:34, No:2, 2006, s:158‐166.
  • SHAPIRO, C., “Premiums for high‐quality products as returns to reputations”, Quarterly Journal of Economics, Vol:98, 1983, s:659‐681.
  • LONG‐TOLBERT, S.J., “A Conceptual Framework and Empirical Tests of the Antecedents and Consequences of Corporate Reputation: A Study of Consumer Markets”, (Yayınlanmamış Doktora Tezi, The Ohio State University, 2000).
  • TOO, L.H.Y., A.L. Souchon, P.C. Thirkell, “Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration”, Journal of Marketing Management, Vol.17, 2001, s:287‐319.
  • WALSH, G., K.P. Wiedmann, “A conceptualization of corporate reputation in Germany: An evaluation and extension of the RQ”, Corporate Reputation Review, Vol:6, No:4, 2004, s: 304‐312.
  • WALSH, G., G.K. Dinnie, K.P. Wiedmann, “How do corporate reputation and customer satisfaction impact customer defection?”, Journal of Services Marketing, Vol:20, No:6, 2006, s:412‐420.
  • WALSH, G., S.E.Beatty, “Customer‐based corporate reputation of a service firm: scale development and validation”, Journal of the Academy of Marketing Science, Vol:35, 2007, s:127‐143.
  • WEIGELT, K., and C. Camerer, “Reputation and corporate strategy: a review of recent theory and applications”, Strategic Management Journal, Vol: 9, No:5, 1988, s: 443‐454.
  • YOO, B.C., N. Donthu, “Developing and validating a multidimensional consumer‐ based brand equity scale”, Journal of Business Research, Vol.52, Iss.1, 2001, s:1‐14.
  • YOON, E., H.J. Guffey and V. Kijewski, “The effects of information and company reputation on intentions to buy a business service”, Journal of Business Research, Vol:27, Iss.3, 1993, s:215‐228.
  • ZEITHAML, V.A., L.L Berry, A. Parasuraman, “The behavioral consequences of service quality”, Journal of Marketing; Vol:60, No:2; Apr 1996; s:31‐46.
Toplam 65 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Ümit Alnıaçık Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2011
Yayımlandığı Sayı Yıl 2011 Cilt: 4 Sayı: 7

Kaynak Göster

APA Alnıaçık, Ü. (2011). KURUMSAL İTİBARI OLUŞTURAN FARKLI BİLEŞENLERİN MÜŞTERİ BAĞLILIĞI ÜZERİNDEKİ ETKİLERİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 4(7), 65-96.