Abstract:

In the last decade, only top and multinational companies are concerned with reputation. Reputation is a key feature of a successful business. However, reputation is often difficult to define since the perception of what is and is not reputable is in “the eye of the beholder”.Although brand and reputation research are relatively well established, SME branding and reputation is relatively new. Thus, this study intends to measure the corporate reputation of Secret Recipe Cakes & Café Sdn Bhd. by using seven key dimensions of The RepTrak™ Model. Therefore, a survey research was applied in this study. The survey was carried out in three different outlets of Secret Recipe. A total of 280 respondents were recruited in this study and the response rate for this study was 70 percent. A self-administrated questionnaire was developed as the research instrument. The questionnaire was comprised of 23 attributes that divided by seven key dimensions of The Reptrak™ Model while four questions been asked in order to measures the good feeling, trust, esteem and admiration that customers feel towards a company.