Dimensions underlying corporate reputation : a B-2-B buyer's perspective

Abstract

Corporate reputation has become a source of competitive advantage whose underlying dimensions serve to influence companies‟ strategic direction, in order to maintain sustainable competitiveness. The purpose of this research is to determine the underlying dimensions of corporate reputation as perceived by buyers in the business-to-to business environment.Through critical review of literature on corporate reputation, the importance of building and maintaining a good reputation was highlighted by a myriad of resulting favourable consequences. Literature also revealed underlying dimensions of reputation which were complemented by the findings of the preliminary interviews with a selection of members of the sample to formulate a research instrument.Using stratified sampling of buyers in selected segments served by the steel industry, 169 questionnaire responses were gathered electronically via email and self administered. A factor analysis revealed five factors namely vision and quality of management, employment equity and social responsibility, superior quality of products and committed service, corporate appeal and safety and environment. These collaborated with the literature with the exception of two contributing elements omitted by literature, namely BEE and safety.