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Where technology & law meet: Open Access research on data security & its regulation ...

Strathprints makes available Open Access scholarly outputs exploring both the technical aspects of computer security, but also the regulation of existing or emerging technologies. A research specialism of the Department of Computer & Information Sciences (CIS) is computer security. Researchers explore issues surrounding web intrusion detection techniques, malware characteristics, textual steganography and trusted systems. Digital forensics and cyber crime are also a focus.

Meanwhile, the School of Law and its Centre for Internet Law & Policy undertake studies on Internet governance. An important component of this work is consideration of privacy and data protection questions and the increasing focus on cybercrime and 'cyberterrorism'.

Explore the Open Access research by CIS on computer security or the School of Law's work on law, technology and regulation. Or explore all of Strathclyde's Open Access research...

Customer-based corporate reputation of a service firm: scale development and validation

Walsh, G. and Beatty, S. (2007) Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35 (1). pp. 127-143. ISSN 0092-0703

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Abstract

Although corporate reputation has attracted significant attention among marketing scholars, current measures of it do not adequately capture the perceptions of the most important stakeholder group, customers, and often overlook its relationship to important customer-outcome variables. In this article, we identify dimensions of customer-based corporate reputation and develop scales to measure these dimensions (Study 1). Based on comprehensive validation procedures across three service firm types, we found support for a five-dimensional scale with the following dimensions: Customer Orientation, Good Employer, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In Study 2, using a second sample, we validate our scale and examine its relationship with important customer-outcome variables-customer satisfaction, loyalty, trust, and word of mouth. Most of the reputation dimensions were strongly associated with important outcome variables, with a few exceptions. We discuss the results with reference to the marketing implications.