Organizational Culture and Reputation - Vectors in Shaping Successful Retail Brand Value

Tăchiciu L., Ioncică M., Iosif A., Pantelescu A., (eds.), The 22nd RESER Interantional Conference – Services and Economic Development Local and Global Challanges – Conference Pogramme and Abstracts, RESER 2012, European Association for Research on Services, 22nd International Conference Bucharest

15 Pages Posted: 17 Mar 2013

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Date Written: September 21, 2012

Abstract

In order to shape the customers’ image about a retailer, a retail brand or a retail format, the retail company may appeal, in addition to the marketing tools, to the corporate culture (the company’s own perspective) and the company’s reputation (how the company is perceived by the public). Corporate reputation plays an essential role in impressing a retailer’s image on the customers’ mind and provides input into the company’s successful positioning on the market. Using the structural equation modeling, the present paper investigates how reputation contributes to the elucidation of the behavior exhibited by the customers of super- and hypermarkets, specialized and proximity stores, and highlights their potential reaction to the preferred retail brand. The results reveal management implications that are useful to the retail enterprise in understanding its customers and in strengthening its position on the market and in the customers’ mind.

Keywords: corporate culture, corporate reputation, store image, retail brand, brand value

JEL Classification: M30; M31

Suggested Citation

Dabija, Dan-Cristian, Organizational Culture and Reputation - Vectors in Shaping Successful Retail Brand Value (September 21, 2012). Tăchiciu L., Ioncică M., Iosif A., Pantelescu A., (eds.), The 22nd RESER Interantional Conference – Services and Economic Development Local and Global Challanges – Conference Pogramme and Abstracts, RESER 2012, European Association for Research on Services, 22nd International Conference Bucharest, Available at SSRN: https://ssrn.com/abstract=2232914 or http://dx.doi.org/10.2139/ssrn.2232914

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

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