The relationship between corporate reputation and consumer brand preferences in the soft drink market in Egypt

Abstract

Researchers have acknowledged the importance of corporate reputation amongst different fields of study.
Scolars addressing corporate reputation in the field of marketing have acknowledged corporate reputation
has a positive effect on customer loyalty and satisfaction. However, there is limited research tackling brand
preference and also these studies mainly tackled developed markets. The relationship between corporate
reputation and brand preference is the focus of this research. The researcher focuses on the soft drinks
market in Egypt; to examine whether a significant relationship exists between corporate reputation and
consumer brand preference. The researcher used the dimensions in RepTrak™ Model which are: Products
and Services, Innovation, Performance, Citizenship, Governance, Leadership, and Workplace. The sample
was 247 respondents mostly Egyptians middle class aged 21-29 years old. Data analyses have been
conducted using selected statistical tests such as normality, autocorrelation and multi-co linearity tests to
achieve the research objectives and answer the research questions. The findings showed that there is a
positive significant relationship between brand preference and corporate reputation dimensions. At the end
the researcher provides recommendations for further use of the model identified and areas where future
research is needed.