THE IMPACT OF THE CUSTOMER-BASED CORPORATE REPUTATION SCALE ON THE BEHAVIOURAL INTENTIONS

DRUGA Razvan-Ionut, Alexandru Ioan Cuza University of Iasi, Romania

Abstract:
This paper intends to be a brief and comprehensive presentation about the mode in which the reputation of an economic institution may influence the behavioural intentions of consumers. Thus being a qualitative indicator, based upon the perceptions of the interested parties, reputation may act upon the behavioural intentions in manifold modes. The literature review and the case study had at their core the usage of the dimensions of the customer-based corporate reputation scale (CBR scale). A questionnaire was used for the case study, with applicability in the Romanian banking sector. The conclusions of this research show the fact that each dimension acts in a different mode upon the behavioural intentions of the consumers.

Keywords: banking sector, behavioural intentions, CBR scale, reputation

JEL Classification: G21

Volume: 73, Issue: 3

Pages: 97 - 109

Publication date: October, 2021

DOI: 10.56043/reveco-2021-0025

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/73304druga.pdf

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