The relationship of reputation and credibility to brand success

Authors: Herbig, Paul; Milewicz, John

Source: Journal of Consumer Marketing, Volume 12, Number 4, 1995 , pp. 5-10(6)

Publisher: Emerald Group Publishing Limited

Buy & download fulltext article:

Price: $38.00 plus tax (Refund Policy)

Abstract:

What is the importance of a firm's reputation to the success orfailure of its brands? What is the effect on the firm's brands when afirm's reputation, either through acquisition or restructuring, decays.How important is it for a firm to maintain or enhance its reputation?Can a brand's reputation be transferred successfully to other products?These issues are addressed.

Keywords: Brand Identity; Brand Image; Brand Loyalty; Marketing; Product Management

Document Type: Research article

Publication date: 1995-04-01