Towards an Understanding of Customer-Based Corporate Reputation and Consumer Citizenship Behaviour: A Conceptual Model

Indradevi Gengathara1; Zalfa Laili Hamzah1
Faculty of Business and Accountancy, University of Malaya, Malaysia,
Indra_UM@yahoo.com, zalfa@um.edu.my

Abstract: Corporate reputation attracts considerable attention in marketing practice and research. Previous literatures on this concept have analysed the concept from various angles in order to understand its causal relationship from different positioning such as antecedents and its consequences. However, the subject remains understudied from the aspect of different types of organizations and customers based involved in the research, particularly in marketing literature. This study is to propose a conceptual model to understand the role of corporate reputation in determining customer citizenship behaviour towards the organization (Malaysian GLCs) from the perspective of customers. The proposed of conceptual framework of this study is expected to offer valuable insights to managerial in managing their corporate reputation effectively in sustaining their competitive advantage.

Keywords: Customer-based corporate reputation, Customer Citizenship behavior, Brand trust
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