THE EFFECT OF CORPORATE REPUTATION ON CONSUMER BEHAVIOUR AND PURCHASE INTENTIONS

Abstract

Corporate reputation is defined as stakeholder's overall assessment of a company's performance over time. It reflects multiple stakeholders' perceptions about organization's effectiveness. Companies with high reputation create competitive advantage and are more likely to influence customers' behaviors and attitudes. The main purpose of this study is to analyze Volkswagen's reputation after the emission scandal from the perspective of Turkish customers and also explain the effects of Volkswagen reputation on customer intentions and outcome variables as customer satisfaction, customer loyalty, customer trust, repurchase and word of mouth. For this purpose, research questionnaire was designed by researchers to measure reputation and customer variables and understand the interactions. 253 Volkswagen customers and noncustomers have participated in the research. Results show that corporate reputation has a positive influence on both customer intentions and outcomes.