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Annotated Bibliography
Ahmadi, A., & Ataei, A. (2022). Emotional attachment: a bridge between brand reputation
and brand advocacy.Asia-Pacific Journal of Business
Administration,https://10.1108/APJBA-11-2021-0579
This article provides an insight on the effect of brand reputation through brand advocacy by
evaluating the mediating effect of emotional attachment. Along with testing relationships by
appraising the moderating effect of experience and price perception. Ahmadi & Ataei findings
show that brand reputation also has an indirect effect on brand advocacy through emotional
attachment showing a positive relationship between emotional attachment and brand advocacy.
Ahmadi & Ataei states, “Due to the difference in attention to the reputation of brands in
utilitarian purchases, it can be suggested that brands should focus on identifying the consumers’
experience with the brands to face fewer obstacles in selling their products.” (Ahmadi & Ataei
2022). This article contributes to looking into brand reputation and how other forms like brand
advocacy can have an effect positively or negatively. The article provides examples of research
on utilitarian and hedonic brands, where they look over four hundred questionnaires to test their
theory of brand reputation positively relates to emotional attachment.
Bartikowski, B., Fastoso, F., & Gierl, H. (2021). How Nationalistic Appeals Affect Foreign
Luxury Brand Reputation: A Study of Ambivalent Effects.Journal of Business
Ethics,169(2), 261-277.5https://10.1007/s10551-020-04483-8
The article provided touches on how nationalistic appeals affect foreign luxury brand reputation.
Bartikowski, Fastoso, & Gierl suggest consumers should shun foreign brands for moral reasons
which lead to an increased general belief in consumers that buying foreign brands is morally
wrong. (Bartikowski et al., 2021). The topic I chose is brand reputation and this article provides
an insight on how there are many factors that can be considered when it comes to a brands
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reputation. Bartikowski et al., states, “We find that exposure to nationalistic appeals can
significantly enhance consumers’ national identity dispositions (local identity and patriotism)
and ultimately increase the general belief in them that buying foreign brands is morally or
ethically wrong (i.e., consumer ethnocentrism). (Bartikowski et al., 2021). Statements like these
go to show the tone this article brings and its supported by several data collection models to
provide information on their theories. Brand reputation is open to many variables that can affect
it positively or negatively meaning you have to have an open mind to consider what can affect it.
Cheng, L. T. W., Sharma, P., & Broadstock, D. C. (2023). Interactive effects of brand
reputation and ESG on green bond issues: A sustainable development
perspective.Business Strategy and the Environment,32(1), 570-
586. https://10.1002/bse.3161
This article contributes to showing how brand reputation can have interactive effects on
marketing efforts. Cheng, Sharma, & Broadstock focus their efforts throughout this article to
describe how brand reputation can affect green initiative marketing. (Cheng et al., 2023). Brand
reputation has to be considered with a different approach due to the problem of providing a
greener thumbprint. Cheng et al states, “Corporate reputation is an intangible asset closely
related to both marketing and financial performance as superior environmental performance
leads to a positive corporate reputation, which in turn results in better financial performance.
Some scholars have shown that brand reputation can “convey unobservable quality credibility”
and any misalignment between the signal and the outcome can hurt firm performance (Rao et al.,
1999). (Cheng et al., 2023). The article does a great job showing the interaction between
marketing and social responsibility are important in this day and age, which could have an effect
on companies’ brand.
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Annotated Bibliography
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand
reputation on hotel industry’s brand performance.International Journal of Hospitality
Management,76, 271-285.5https://10.1016/j.ijhm.2018.05.016
Foroudi speaks on the influence of brand signature, brand awareness, brand attitude, and brand
reputation on a brand’s performance. (Foroudi, 2019). Foroudi’s study focuses on bridging the
gap between academics and practioners, managing a favorable brand signature which coordinates
with a brand’s reputation. The article provides findings that focus on competitive advantage in
regard to a company’s brand name, logo, and signature. Foroudi states, “By establishing that the
brand signature is a major tangible asset in the expression of the company and is used as the
‘glue’ in communication (Van den Bosch et al., 2006), which influences a favorable global brand
reputation, this research aims to be helpful to international managers and communication
professionals alike.” (Foroudi, 2019). The article provides deeper look into a brand signature
which is associated with the brands reputation and as certain findings in this study shows it can
have an effect on a brands reputation.
Iqbal, J., Malik, M., Yousaf, S., & Yaqub, R. M. S. (2021). Brand Reputation, Brand
Experience, and Electronic Word of Mouth Toward Smartphone: Investigating the
Mediating Role of Brand Love.Journal of Public Affairs,21(3),
n/a.5https://10.1002/pa.2455
This article focuses on understanding the impact of brand experience, brand reputation, and
brand love in regard to the smartphone industry. Mainly hitting on the point that a brand’s
reputation leads to success and profitability in the market they are penetrating. Iqbal et al writes,
“According to Veloutsou and Moutinho (2009), brands reputation is the opinion of individualist
perceptible attributes of brands or corporations. The brands and companies who enjoy good
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reputation or status mostly attract more clientele. The brand can lose its good reputation and
status if it frequently flunks to manage its identified goals (Milewicz & Herbig, 1994). (Iqbal et
al., 2021). This quote is perfect because it explains the importance of brand reputation and shows
that you have to stay consistent and manage the goals of your brand. Their study involved a
survey that focused on brand experience, reputation, and love showing that they all associate
with each other to provide the best results for the smartphone industry and similar markets.
Kaushal, V., & Ali, N. (2020). University Reputation, Brand Attachment and Brand
Personality as Antecedents of Student Loyalty: A Study in Higher Education
Context.Corporate Reputation Review,23(4), 254-266.5https://10.1057/s41299-019-
00084-y
Kaushal & Ali focused their study on the brand reputation of a university showing direct and
indirect effects of satisfaction with student loyalty behavior. (Kaushal & Ali, 2020). This
article interesting when thinking about brand reputation because you tend to realize that you
most likely chose your university that you attend due to their brand reputation. Kaushal &
Ali wrote,” Loureiro et al. (2017) indicate that reputation is more of an extrinsic cue, which
evolves over time through flow of information among users. Educational markets in
contemporary settings exhibit strong resemblance with the commercial markets, as they are
moving towards selling experiences, and as a result, the literature offering insights to
corporate reputation can be helpful in conceptualizing university reputation (Alessandri et
al. 2006).” (Kaushal & Ali, 2020). The model they used the basis of the existing literature
and was analyzed for assumed relationships proving that a university reputation positively
affects the loyalty behavior of students. Meaning students are willing to recommend their
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university to others, stand up for their university and go back for further studies. (Kaushal &
Ali, 2020).
Mariutti, F. G., & de Moura Engracia Giraldi, J. (2019). How does a Brand Reputation-
Driven Construct Impact on Country Brand Equity? A Cross-National Study of Brazil
and China.Journal of International Consumer Marketing,31(5), 408-
428. https://10.1080/08961530.2019.1590280
This article focuses on brand reputation, brand understanding, brand awareness, and brand
association in regard to looking at a country’s brand equity. Mariutti & de Moura Engracia
Giraldi state, “The role of reputation in scientific knowledge has been known since the
introduction of market theory (Akerlof, 1970, 2002). The definition of ‘reputation’, in Latin
Reputare, is to “to think over” (Oxford Dictionary 2017), as reputation means the overall quality
or character as seen or judged by people; good name; a place in public esteem or regard
(Merriam Webster 2017). Reputation is a value-based construct and a time based-construct based
on the relationship between the organization and the multiple stakeholders (de Chernatony 1999;
Kapferer 2008). (Mariutti & de Moura Engracia Giraldi, 2019). This pulled quote goes into detail
breaking down the role of reputation, what reputation means and how an organization would
apply it to their brand. Their study provides a detailed background on how brand reputation can
be very important for a country’s brand equity and could lead to a positive or negative effect.
Ngo, H. M., Liu, R., Moritaka, M., & Fukuda, S. (2020). Effects of industry-level factors,
brand credibility and brand reputation on brand trust in safe food: evidence from the
safe vegetable sector in Vietnam.British Food Journal (1966),122(9), 2993-
3007.5https://10.1108/BFJ-03-2020-0167
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Ngo (2020) findings show that both brand credibility and brand reputation positively affected
brand trust. They prove this theory by applying it to food brands specifically vegetables in
Vietnam. They were able to do so by conducting face to face interviews with over three hundred
consumers in urban areas. Vietnam Ngo et al states, “Nowadays, consumers often place their
trust in the brands of products they buy. A recent large-scale survey with 16,000 consumers at
eight countries reported that 81% of the participants had to trust brands during their decision
(Edelman, 2019). However, only 34% of the consumers relied on most of the brands they buy or
use (Edelman, 2019). In the food sector, reliable brands play a vital role in persuading consumers
to buy food products because these brands provide essential signals of food attributes (i.e. quality
and safety) that consumers cannot observe directly (Lassoued and Hobbs, 2015; Ngo et al., 2020;
Tonkin et al., 2016).” (Ngo et al., 2020). Statistics like these one help develop my position that
brands are important in making decisions and mostly people choose brands they trust. Due to
Ngo (202) findings, “found that brand credibility and brand reputation played important roles in
forming brand trust. In addition to the direct effects on brand trust, brand credibility and brand
reputation also act as mediators between industry-level factors and brand trust.” (Ngo et al.,
2020). This study provides another look at brand reputation affecting different sector in the
market place broadening my vision on brand reputation.
Tsai, J., & Lu, T. (2023). Is brand reputation a banner for social marketing? A social
enterprise product consumption perspective.Psychology & Marketing,40(10), 2041-
2059.5https://10.1002/mar.21870
This article discusses brand reputation impact on social marketing and can affect the brands
strategy. Tsai & Lu states, “According to signaling theory, a good brand reputation signals
positive corporate attributes, significant quality, enhanced trust, reduced risk, and increased
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utility expectations (Cowan & Guzman, 2020; Erdem et al., 2006). Vraneševic' and Stančec
(2003) proposed that brands have a direct impact on perceived quality, while some brands'
impact on perceived quality is greater than that of the properties of the products. Therefore,
consumers seek signals about corporate reputation and image to mitigate the uncertainty derived
from information asymmetry (Ali et al., 2015; Cowan & Guzman, 2020; Schmid & Dauth,
2014).” This quotation on signaling theory provides insight on what good brand reputation leads
too and how brands have an impact on quality. (Tsai & Lu, 2023) Tsai & Lu’s finding showed
brand reputation weakens the relationship between perceived contribution and perceived
behavioral control. Although, it strengthens the relationship between perceived risk and
perceived behavioral control. (Tsai & Lu, 2023) This finding is something to consider going
forward in my research on brand reputation if looking to focus on social enterprises or service
consumption. Along, with keeping in mind that good brand reputation symbolizes trust, security,
and low risk. Meaning brand reputation is important for consumers when evaluating purchase
risk and loyalty.
Wang, S., Liao, Y., Wu, W., & Le, K. B. H. (2021). The Role of Corporate Social
Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and
Purchase Intentions.Sustainability (Basel, Switzerland),13(21),
11975.5https://10.3390/su132111975
Wang et al (2021) speaks on the role of corporate social responsibility perceptions in brand
equity, credibility, and reputation. Corporate social responsibility is another sub topic in
connection to brand reputation that I was interested in while doing my research. Wang et al
states, “When a brand delivers on its promises, such as those that pertain to quality, its reputation
improves. However, credibility is as fragile as a reputation—once lost, it is difficult to recover.
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Annotated Bibliography
As Song et al. [52] suggested that, by fulfilling its promises, a company can obtain a favorable
reputation. At the same time, failure to keep promises poses reputational risks.” (Wang et al.,
2021). Wang et al makes a valid point to consider in my research that the credibility of a brand
reputations is hard to maintain in a favorable way and have to look further into sustainability of
credibility. This study did focus on brand equity, credibility and reputation but would of liked if
it provided specific brand research.
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