THE IMPACT OF CORPORATE REPUTATION ON BUILDING BRAND EQUITY: A PERSPECTIVE OF MULTINATIONALS FMCGS
Keywords:
Corporate Reputation, Brand Image, Brand Equity, MNC’s (Multi National Companies)Abstract
The purpose of this study is to generate a model toexamine the relationships between corporate reputationand brand equity in a study of multinational firmsoperating within Pakistan. This research employs aquantitative approach to examine the hypotheticalrelationships presented in the conceptual framework.The data was collected from a sample of the assistant,deputy, and senior managers from various multinationalfirms of different origin having either manufacturing oroperational concerns throughout Pakistan. Thehypotheses testing suggest that the proposed modelachieved an acceptable fit with the data (i.e., out of sixhypotheses, five hypotheses were significantlyaccepted). The study has limitation in generalization,in terms of the survey questionnaire, the targetedaudience (employees of the firms) and multi-nationalfirms’ context. It was concluded that there is asignificant impact of corporate reputation in building afirm’s overall brand equity. However, the magnitude ofthe impact of reputation over brand equity is subject tothe choice of particular uses of corporate reputation.The study contributes to the corporate reputationliterature in the area of brand management formultinational firms, particularly fast-movingconsumer-good (FMCG) firms existing in Pakistan.
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