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Corporate reputation
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The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains
Justin Beneke • Victoria Chamberlain • Raeesah Chohan • Martin Neethling
Volume 09 Issue 2 · 16 May 2015
In the current economic climate, competition between retailers is high and customers face numerous choices. Smart retailers can learn to manage their corporate reputation and brand equity as strategic tools in the fight…