Title :
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.
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;
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
DOI :
10.1109/SOLI.2006.329012
