Brand Reputation and Trust: The Impact on Customer Satisfaction and Loyalty for the Hewlett-Packard Brand
Fatma Yiğit Açikgöz,
Mehmet Kayakuş,
Bianca-Ștefania Zăbavă
et al.
Abstract:Reputation is shaped depending on factors such as the quality of products and services offered by a brand to its stakeholders, its reliability, and its innovative aspect in the eyes of stakeholders. The sustainability of a brand reputation depends on the brand creating a positive perception by fulfilling its social responsibilities and maintaining this perception in the long term. In this study, the brand reputation of Hewlett-Packard (HP) computers is evaluated through customer reviews. The data set in the st… Show more
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