Exploring Consumer Associations between Corporate Reputation, Corporate Sustainability and Product Attributes within Utilitarian Market Contexts
Much of the extant literature proposes that contemporary motivated consumers assess, evaluate and differentiate firms based not only on their corporate reputation (CR), but also on their corporate sustainability (CS) strategy. However, research that examines the interrelationship and cognitive associations between CR, CS strategy and a firm’s product attributes among consumer stakeholders remains scant. To address this gap, we take a holistic perspective that draws on pertinent literature to develop a conceptual framework and subsequently explore consumer stakeholder cognitive associations between CR, CS and product attributes within a utilitarian context. Adopting an exploratory methodology, findings are structured so as to reflect the components of the proposed framework. Reflecting the specificity of consumers’ associations between CS and market context, participants do not associate the telecommunications industry with CS despite many firms having a clear and positive web based communications strategy. Tangential proxies used in other market contexts such as point-of-sale communication, package design and information communicated on the package would appear to be also pertinent within this context particularly if standardized and adopted on an industry wide basis.
Citation : Garry, T and Harwood, T. (2017) Exploring Consumer Associations between Corporate Reputation, Corporate Sustainability and Product Attributes within Utilitarian Market Contexts, International Studies of Management & Organization, 47 (3), pp. 258-275
Research Group : Institute of Creative Technologies
Research Institute : Institute of Creative Technologies (IOCT)
Peer Reviewed : Yes
- Leicester Media School