The Effect of Corporate Reputation on Buying Behaviour and Brand Royalty: a Research on Shell & Turcas Corporation

Gülay Öztürk, Hilal Özdemir Çakır

Abstract


In this study, the effect of corporate reputation on buying behavior and brand loyalty is discussed. As
known before, positive corporate reputation affects buying behavior and brand loyalty positively. A survey
has been conducted among the fuel customers of Shell&Turcas Petrol Corporation which is chosen as the most
admired company in energy and petrochemical sector for eight times by Capital Magazine for the “Turkey’s
Most Admired Companies” research between the years 2005-2009. In order to test the perceptions about the
firm’s reputation and its effect on buying behavior and brand loyalty. The results of the survey indicated that
brand loyalty and buying behavior of the customers of the corporation are effected by the positive corporate
reputation of the firm.
Keywords: Corporate reputation, Reputation management, Buying behavior, Brand loyalty

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