CO-CREATION OF CORPORATE REPUTATION: A MULTI - THEORETICALAND THEMATIC EVIDENC E OF CORPORATE COMMUNICATION IN SERVICE MARKETING
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Date
2025-12-13
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International Journal of Marketing and Management Sciences. University of Jos, Department of Marketing
Abstract
The concept of corporate reputation has evolved from a peripheral concept to a
critical intangible asset and a valuable source of competitive advantage. Its effective
management is now considered a cornerstone function of every organization, essential
for long-term sustainability and progress in a competitive business environment. This
study examined the influence of corporate communication on corporate reputation of
selected retail businesses in Lagos state. Qualitative method was used as a research
design; the population was infinite as the study focused on customers of the 3 selected
retail outlets in Lagos state. Face-to-face interview was used to collect the primary
data; four respondents were interviewed for the study. The data was analyzed with
NVivo software version 12. From the outcome of the qualitative analysis, there was
significant relationship through the themes and sub-themes between the independent
variables and dependent variables through the semi-structured interviewed held with
the 4 participants. The study concluded that high corporate reputation is achieved
when the retail service providers are able to develop enviable corporate
communication programs that will assist the firm in achieving the mission of building
sustainable corporate identity and image that will guarantee customer repeat
patronage and loyalty. The study recommended that service providers should try to
package their communication strategy to create awareness, arouse interest and desire
and elicit actions of their customers towards their offerings and to build a formidable
corporate reputation that can stand a test of time in creating trust and credibility in
the minds of their customers