– Corporate reputation (CR) is an important intangible asset of a company. The purpose of this paper is to investigate the role of CR on co-operants behavior and on organizational performance in co-operative organizations.
– This investigation proposes an investigation model and tests the framework using structural equation modeling. For this purpose, 263 valid questionnaires were collected from a research sample comprised of co-operants of the biggest dairy union of co-operatives in Iberia.
– CR has a significant impact on co-operatives members’ loyalty and on co-operatives’ performance. The model provides a wider comprehension of the CR concept and introduces both the drivers and consequences.
– This investigation is based on a sample of members of one union of co-operatives in the specific dairy milk industry.
– The results give new guidelines to redress the co-operatives traditional management, namely the management of intangible assets like reputation. Internal culture, satisfaction with management, image and communication can boost reputation and thus organizational performance and members’ loyalty.
– This paper aims to contribute to the competitiveness of a type of organization closed to the social structure of the rural population.
– The results bring the management challenges of the twenty-first century to the traditional principles underlying co-operatives management helping them to reinforce competitiveness.
