The relationship of reputation and credibility to brand success

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 March 1993


Considers the importance of a firms′ reputation to the success or failure of its brands; the effect on the firm′s brand when a firm′s reputation decays; how important it is for a firm to maintain or advance I reputation; how a brand′s reputation can be transferred to other products. Addresses and discusses these issues in detail and emphasises the importance of reputation to the ultimate success of a product and company and warns against ignoring its fragility.



Herbig, P. and Milewicz, J. (1993), "The relationship of reputation and credibility to brand success", Journal of Consumer Marketing, Vol. 10 No. 3, pp. 18-24.

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Copyright © 1993, MCB UP Limited

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