To be or not to be...credible that is:: a model of reputation and credibility among competing firms
Paul Herbig
(Department of
Management/Marketing, Graduate School of International Trade and
Business Administration, Texas A&M International University, Texas,
USA.)
John Milewicz
(Department of Management/Marketing, Graduate School of International Trade and Business Administration, Texas A&M International University, Texas, USA.)
2048
Abstract
Previous studies of corporate reputation have either confirmed its existence as an influence agent or described in general terms its effects on other attributes (quality, price, advertising, etc.). The competitive credibility model of reputation building is formulated and tested through simulation. Reports and discusses results.
Keywords
Citation
Herbig, P. and Milewicz, J. (1995), "To be or not to be...credible that is:: a model of reputation and credibility among competing firms", Marketing Intelligence & Planning, Vol. 13 No. 6, pp. 24-33. https://doi.org/10.1108/02634509510094156
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited