Basking in reflected glory: Using customer reference relationships to build reputation in industrial markets |
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Authors: | Sabrina Helm [Author Vitae] Risto T Salminen [Author Vitae] |
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Institution: | a John and Doris Norton School, The University of Arizona, P.O. Box 210078, Tucson, AZ 85721-0078, USA b Department of Industrial Management, Lappeenranta University of Technology, P.O. Box 20, 53851 Lappeenranta, Finland |
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Abstract: | Corporate reputation is an important intangible asset that enables firms to establish customer relationships. Customer relationships, specifically customer reference relationships, can in turn be utilized to build supplier reputation in industrial markets. The aim of this conceptual article is to analyze the combination of these two concepts. It lays the foundation for further investigations into the effectiveness of reference customer relationships in enhancing supplier reputation. By developing propositions on the determinants impacting effectiveness of reputation transfer between customer and supplier firm, implications for practice and research in business marketing and corporate reputation management are derived. |
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Keywords: | Reputation Corporate reputation Customer references Customer relationships Industrial marketing |
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