Does the value manufacturers (brands) create translate into enhanced reputation? A multi-sector examination of the value–satisfaction–loyalty–reputation chain

• A model for evaluating subjectively the performance of manufacturer corporate brands is proposed.
• The relationships are first examined through structural equation modelling.
• Then, we test a four-path model (three mediators in a series).
• Customer value creation is a reputation-building strategy.
• It bridges the gap among product, brand, and corporate performance levels.

Literature has widely acknowledged that the main purpose of company–customer relationships is to create value for both sides. Satisfaction, loyalty behaviours, and reputation are considered customer-related performance measures. However, research has not fully uncovered the complicated interrelationships among these constructs, particularly with regard to multiple mediations and in the case of manufacturer corporate brands. To examine the hypothesised relationships between and among our constructs, we go beyond the commonly studied single mediator and test a four-path model (three mediators in a series). The results indicate that satisfaction and loyalty behaviours mediate the relationship between customer value and reputation. In theoretical terms, we contribute to the literature by showing that customer value creation is a reputation-building strategy that bridges the gap among product, brand, and corporate performance levels.