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Few scholars have analysed the corporate reputation (CR) of multinational corporations (MNCs) internationally, but both CR perception and effect are likely to differ…
Few scholars have analysed the corporate reputation (CR) of multinational corporations (MNCs) internationally, but both CR perception and effect are likely to differ across nations. Most studies have compared a few countries, linked differences to selected dimensions of Hofstede’s cultural approach, and reported ambiguous results. The purpose of this paper is to address the important role of all Hofstede’s cultural dimensions that may influence CR perceptions and effects by applying an appropriate method.
By integrating signalling theory and each cultural dimension, hypotheses are proposed and tested using consumer surveys of a German MNC in 37 countries. Multilevel structural equation modelling (SEM) showed whether and how all cultural value dimensions – the predominant approach in marketing – affect CR perceptions and effects.
Individual CR perceptions and effects are strongly attributable to national culture, which explains up to 62 per cent of country-level variance; however, the explanatory powers of the cultural dimensions differ between CR perceptions and effects. Not all dimensions affect both. The results are stable in alternative models.
The results enhance extant research because the relative importance of Hofstede’s dimensions and not only a possible role in country comparisons is shown. Hofstede’s approach explains considerable country-level variances. MNCs learn which cultural dimensions are core antecedents of CR perceptions (individualism and power distance explain >30 per cent variance) and core moderators of CR effects on loyalty (masculinity, individualism and uncertainty avoidance).
This study provides novel insights into the role of national cultural differences on CR perceptions and CR effects using the still novel multilevel SEM.
The purpose of this paper is to review the literature on corporate reputation and internationalization to identify key research theories, contexts, characteristics…
The purpose of this paper is to review the literature on corporate reputation and internationalization to identify key research theories, contexts, characteristics, methodologies, applications, limitations and opportunities for future research on the interlinks between these two complex constructs.
Elements of systematic literature review and bibliometric analysis were used to analyze theories, contexts, characteristics, methodologies and opportunities for future research based on 90 articles published in 50 journals over 27 years.
The findings suggest that this is a contemporary yet expanding research field explored from a variety of theoretical, methodological and empirical standpoints, which hinders broad conclusions and warrants further research. More specifically, this paper identifies three broad research streams that link international expansion and corporate reputation and suggests avenues for future studies: cross-national institutions, strategic decisions and corporate reputation; international marketing, consumers and brand credibility; and corporate image, international trade and investment flows.
Reputation and internationalization are constructs with multiple applications and interpretations. The way companies build, maintain and extend their reputation and legitimacy, and the drivers, motives and difficulties faced by them when expanding operations internationally have been widely studied separately. This manuscript reviews the nascent and promising linkage between these two elements that have recently drawn the attention of business practitioners and scholars alike.
The purpose of this paper is to explore the relationship among two personality traits (extraversion and openness), hedonic value, brand affect and loyalty. It argues that…
The purpose of this paper is to explore the relationship among two personality traits (extraversion and openness), hedonic value, brand affect and loyalty. It argues that individual differences account for differences in the values sought by the consumer and in the formation of brand affect and loyalty.
Two samples are drawn (running shoes and mobile phone users) and the effect of personality traits on the other constructs have been tested using the Partial Least Squares approach (PLS) to structural equation modeling.
It was found that extraversion and openness are positively related to hedonic product value and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influence brand affect which in turn drives attitudinal and purchase loyalty.
The paper introduces personality as determinants of perceived value and brand affect. Future studies should aim at including the other personality traits of the Big‐Five (Neuroticism, Agreeableness, and Conscientiousness) as possible determinants and utilitarian value as dependent variables.
Combined with lifestyle segmentation approaches, personality variables can be useful to determine which market segments seek hedonic values and which tend more to experience high levels of brand affect, which in turn leads to higher loyalty. The results suggest that customers who score high on extraversion and openness respond stronger to affective stimuli. As a consequence, these findings are of relevance to market segmentation and targeting.
Affective responses to brands are of central importance to brand management as they strongly drive brand loyalty. In this study we investigate the role of two personality traits (extraversion and openness) as antecedents of hedonic value sought by the consumer and brand affect, which have been neglected so far.