Antecedents of Corporate Reputation and Customer Citizenship Behavior: Evidence from China

Abstract

Currently, corporate reputation has drawn scholars’ and practitioners’ considerable attention. Little research systematically examined the antecedents and consequences of corporate reputation, and the relationship between corporate reputation and customer citizenship behavior has been neglected. This study examined the antecedents and consequences of corporate reputation. Specifically, we consider quality factor, operation performance factor, social responsibility factor and attractive factor as antecedents of corporate reputation, and two types of customer citizenship behavior as consequences of corporate reputation. Results indicate that most of hypotheses are supported. Finally, theoretical contributions and practical implications are discussed.
Key words: Corporate reputation; Corporate social responsibility; Customer citizenship behavior