Importance of the Corporate Reputation in B2B Context in Iran: An Empirical Study

Alireza Miremadi, Nazila Babakhani, Maria Yousefian, Hiva Fotoohi

Abstract


Corporate reputation researches have largely focus on consumer market and attention has been given to the business market recently. The purpose of this paper is to develop an integrated model that indicates the influence of corporate reputation on customer loyalty in Business-to-Business (B2B) markets by implementing the model of Cretu and Brodie (2007) with additional concentration on  personal relationship in B2B. To achieve this purpose, a structured questionnaire distributed among 80 executive managers who work in variety industries such as construction, mining and generator motor equipment in Iran. The results prove that corporate reputation has effect on loyalty but with less impact in compared to satisfaction; moreover the personal relation has no significant impact on loyalty.


Full Text: PDF DOI: 10.5539/ijms.v3n4p146

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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