The Relationships Between Customer Perceived Corporate Reputation And Purchase Intentions

Corporate reputation as an intangible asset can bring sustainable competitive advantage, which drives the survival and development of corporations. Corporate reputation has a profound impact on customer trust, repurchase intention and the intention to purchase at a premium. This paper researches the structure of corporate reputation based on cell phone customer perspective, and the relationships between the dimensions of corporate reputation, customer trust and purchase intentions. Finally, we make recommendations for cell phone enterprises according to the conclusion of the study.This study reached the following conclusions:(1) The dimensions of cell phone customer perceived corporate reputation includes products&market, finance&management, customer orientation and social responsibility. The products&market dimension is the most explanatory power for variance (50.231%). And the influence of finance&management, customer orientation and social responsibility decreases successively.(2) Dimensions of products&market and customer orientation have significant effects on customer trust and purchase intentions (repurchase intention and the intention to purchase at a premium), which means that higher level of products&market and customer orientation will lead to higher level of customer trust and purchase intentions. However, dimensions of finance&management and social responsibility don't have significant effects on customer trust and purchase intentions.(3) Customer trust has noticeable effect on repurchase intention and the intention to purchase at a premium, which means that higher level of customer trust will lead to higher level of customer repurchase intention and the intention to purchase at a premium.(4) Customer trust has the mediation effect to the relationships between products & market and customer purchase intentions.(5) Customer trust has the mediation effect to the relationships between customer orientation and purchase intentions, which partly mediate the relationship between customer orientation and the intention to purchase at a premium, but fully mediate the the relationship between customer orientation and repurchase intention.