Evaluating the impact of corporate brand on consumer satisfaction

Abstract

Purpose

The purpose of this paper is to empirically examine the impact of a corporate brand on consumer satisfaction and ascertain which corporate brand attributers had the most influential effects on consumer satisfaction.

Design/methodology/approach

Using a multiple regression method and an Australian sample of 235 consumers, this paper tests a relationship between consumer-perceived corporate brand and consumer satisfaction.

Findings

The results demonstrate that a corporate brand acts as a critical predictor of consumer satisfaction thus providing support for the research proposition. The three components of consumer value (functional, emotional and symbolic) were found to be critical and consistent predictors of consumer satisfaction. Corporate associations and core organizational values were also found to be the drivers of consumer satisfaction.

Research limitations/implications

Although the cross-sectional nature of data collection method limits the data to a single point in time; this research contributes important insights into the factors affecting one of the key performance indicators such as consumer satisfaction.

Practical implications

The findings have important implications for a corporate branding strategy implementation and effective corporate brand communications that can be employed for enhancing the relationship with the existing consumers as well as acquiring new consumers.

Originality/value

Consumer satisfaction has primarily been studied as a mediator through which a brand impacts on consumer loyalty. This paper extends existing research by considering a corporate brand as an antecedent and a driver of consumer satisfaction. To address the disparity between operationalisation and conceptualisation of the corporate brand construct, this study maintains a corporate brand is a multidimensional construct and measures it accordingly.

Citation

Anisimova, T. (2013), "Evaluating the impact of corporate brand on consumer satisfaction", Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 4, pp. 561-589. https://doi.org/10.1108/APJML-12-2012-0132