ABSTRACT
Corporate reputation has been defined as the aggregate perceptions of outsiders about the salient characteristics of firms (Fombrun and Rindova, 2000). In other words, an organization's reputation is composed of the overall view that people have about the organization. Reputation is important for two reasons: first, it has a direct effect on the bottom line because organizations with good reputations are more likely to attract customers, and second a good reputation acts as a buffer should a crisis occur. Public relations is the key tool used by a business to create positive perceptions about the firm. Reputation, along with image, is a component of the attitude people have toward the organization. Corporate reputation impacts on both customer trust and customer identification: customer commitment mediates these factors to create behavioral intentions. Corporate reputation impacts on both customer trust and customer identification: customer commitment mediates these factors to create behavioral intentions. Image is the affective component of attitude toward the organization.
