Impact Study Of The Factors, Based On Consumer Perception Of Corporate Reputation

After China entered WTO, the corporations competed in more complex markets. Corporate reputation as intangible asset leading to sustainable competence advantages is attched more importance to. Indeed, corporate reputation play a role in consumer's buying decision. The dissertation focused on the structure of corporate reputation and its factors.On the basis of referring related literatures and expert interviews, the dissertation adopted two-dimensions of corporate reputation. From the consumer's perception, the dissertation designed the model of corporate reputation factors consumer-perceiving based. The scale of corporate reputation factors consumer-perceiving based was systematically, normatively structured. Then in the household and personal care chemicals industry, through surveying questionnaires acquiring data and statistical analysis, the dissertation draws mainly the following conclusions:(1) According to the consumers' cognitive evaluation and emotion towards the corporation, to split Corporate reputation into two dimensions which are corporate sympathy and corporate competence is appropriate to the household and personal care chemicals industry in China.(2) Products and services, customer-oriented, social responsibilities, corporate vision and attractiveness, corporate credit, are determining factors to corporate sympathy. Their effect to corporate sympathy decreased in turn. Products and services, corporate vision and attractiveness, customer-oriented, are determining factors to corporate competence. Their effect to corporate competence decreased in turn.(3) There are positive relevance between corporate sympathy/corporate competence and consumer' satisfaction/consumer's loyalty.