| Summary: | Corporate reputation is crucial for maintaining and enhancing a company's competitiveness in the marketplace. To actively manage this important intangible asset, which significantly contributes to a company's value, managers need to understand the relationship between reputation and its antecedents and consequences. The dataset presented in this article stems from a conceptual replication of a seminal model of corporate reputation, its antecedents and effects on customer satisfaction and loyalty. Potential mediators and moderators in these relationships allow us to extend the original model in order to clarify the mechanism through which corporate reputation impacts satisfaction and loyalty. We document some of the model's main effects using partial least squares structural equation modeling (PLS-SEM).
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