Brand Equity and CRM: The Dual Roles of Corporate Reputation in Chinese Context

Author

Wang, Yonggui ; Kandampully, Jay ; Shi, Guicheng

Author_Institution

Dept. of Marketing, Nanjing Univ.

fYear

2006

fDate

21-23 June 2006

Firstpage

632

Lastpage

637

Abstract

This paper explores the relationship between brand equity and customer relationship management by examining the roles of corporate reputation and hypotheses are proposed and tested in the context of an empirical study among customers of financial institutions in China. The empirical findings confirm the validity of the framework and afford various insights into the dual roles of corporate reputation in the proposed relationships

Keywords

customer relationship management; finance; organisational aspects; service industries; CRM; China; brand equity; corporate hypotheses; corporate reputation; customer relationship management; financial institutions; Bridges; Business communication; Contingency management; Cultural differences; Customer relationship management; Marketing management; Quality management; Resource management; Technology management; Testing; Brand equity; Corporate reputation; Customer-relationship management;

fLanguage

English

Publisher

ieee

Conference_Titel

Service Operations and Logistics, and Informatics, 2006. SOLI '06. IEEE International Conference on

Conference_Location

Shanghai

Print_ISBN

1-4244-0317-0

Electronic_ISBN

1-4244-0318-9

Type

conf

DOI

10.1109/SOLI.2006.329012

Filename

4125654

Link To Document

https://search.isc.ac/dl/search/defaultta.aspx?DTC=49&DC=1897690