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Determinants of corporate reputation: a study of consumers’ perspective of Malaysian Aviation Company


Tay, Su-Lin and Chan, Tak-Jie and Mohd Hassan, Nurul` Ain (2020) Determinants of corporate reputation: a study of consumers’ perspective of Malaysian Aviation Company. International Journal of Academic Research in Business and Social Sciences, 10 (11). 756 - 770. ISSN 2222-6990


This study examined the predicting factors of selected facets of RepTrak™ reputation model (products/services, innovation, citizenship, leadership, performance) and corporate reputation of Malaysia Airlines Berhad, from consumers’ perspective. Utilizing the Fombrun’s (2006) RepTrakTM reputation model, this model served as a guide to the study. Survey questionnaires were used to gather the data, in which the researchers distributed the questionnaires online and in-person to the Malaysia Airlines consumers who had prior encounters with the airline company. A 173 valid responses were yielded as the results. The collected data was then analysed through Pearson’s Product-Moment Correlation and Multiple Regression using Statistical Package for the Social Sciences (SPSS) version 24.0. The findings of the Pearson’s product-moment correlation analysis showed that the associations between product and services, innovation, citizenship, performance, and corporate reputation have a significantly positive moderate relationship. Meanwhile, the correlations between leadership and corporate reputation have a significantly positive high relationship. In addition, multiple regression analysis revealed that products/services, innovation, citizenship, leadership, and performance were the significant predicting variables, which explained 71.9 % of the variance of corporate reputation. Conclusion, limitations, suggestions, and implications of this study were discussed.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Modern Language and Communication
DOI Number: https://doi.org/10.6007/IJARBSS/v10-i11/7972
Publisher: Human Resource Management Academic Research Society
Keywords: Reputation; RepTrak™ model; Customer; Aviation industry; Corporate & strategic communication management
Depositing User: Ms. Nuraida Ibrahim
Date Deposited: 29 Dec 2021 03:18
Last Modified: 29 Dec 2021 03:18
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.6007/IJARBSS/v10-i11/7972
URI: http://psasir.upm.edu.my/id/eprint/88392
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