THE EFFECT OF CORPORATE REPUTATION ON BUYING BEHAVIOUR AND BRAND LOYALTY: A RESEARCH ON SHELL&TURCAS CORPORATION

In this study, the effect of corporate reputation on buying behavior and brand loyalty is discussed. As known before, positive corporate reputation affects buying behavior and brand loyalty positively. A survey has been conducted among the fuel customers of Shell&Turcas Petrol Corporation which is chosen as the most admired company in energy and petrochemical sector for eight times by Capital Magazine for the “Turkey’s Most Admired Companies” research between the years 2005-2009. In order to test the perceptions about the firm’s reputation and its effect on buying behavior and brand loyalty. The results of the survey indicated that brand loyalty and buying behavior of the customers of the corporation are effected by the positive corporate reputation of the firm.