Does Reputation Management Reap Rewards? A Path Analysis of Corporate Reputation Advertising’s Impacts on Brand Attitudes and Purchase Decisions

Jongmin Park, Lisa Lyon and Glen T. Cameron [WJMCR 4:1 December 2000] Sections:  Abstract|Introduction|Analysis and Results|Conclusion Abstract Claims are made for the importance of corporate reputation as essential to the effective, integrated marketing of a company’s branded products. Based on the Elaboration Likelihood and Combined-Effects Models of persuasion theory, an experiment was conducted to examine the […]