Corporate reputation is known to facilitate new customer acquisition. How reputation affects already established customer relationships, however, has not been investigated in detail. Using a structural equation modelling approach and a German consumer sample, the paper is aimed at investigating
the relationship between reputational perceptions of consumers, their satisfaction, and loyalty. The findings show that investing in corporate reputation is a means to augment both, satisfaction and loyalty, thereby stabilizing corporate relationships to consumers. These results stress the
strategic importance of reputation as consumer loyalty is considered a pre-economic performance measure and important success factor of the firm.