The relationship of reputation and credibility to brand success

The relationship of reputation and credibility to brand success

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 di...

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Veröffentlicht in:The Journal of consumer marketing 1993-03, Vol.10 (3), p.18-24
Hauptverfasser: Herbig, Paul, Milewicz, John
Format: Artikel
Sprache:eng
Schlagworte:
Brand loyalty
Brands
Competition
Corporate image
Costs
Credibility
Marketing
Product management
Reputations
Success
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Beschreibung
Zusammenfassung: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.
ISSN:0736-3761
2052-1200
DOI:10.1108/EUM0000000002601