This study describes the concept of corporate reputation and reviews some of the major points that exist when it comes to measuring it. It thus suggests a new index for measurement and its advantages and disadvantages are pointed out. The consistency of the seven key variables for the collecting indicator is described by the results of a factor analysis and correlations. Finally, the indicator is put to test by gathering the perception of corporate reputation of 1500 individuals for 69 companies belonging to 15 different industrial sectors, in Peru. The results indicate that the proposed index variables are not necessarily of greatest interest to the study sample in which companies have a better performance. Also greater memorial companies aren't necessarily those that enjoy a greater corporate reputation. Managerial implications for the organizations in the process of managing and monitoring the dimensions involved of this key asset are also referenced.

Purpose -The research study has three objectives. One is to provide empirical validation of the relationship between corporate social responsibility (CSR) and corporate abilities (CA) as an influential factor in socially responsible consumption. The second is to ascertain whether there are significant differences between CSR parameters estimated in the purchasing decisions of consumers from Peru and Spain. Finally, the authors aim to measure people's trade-off between the social (CSR) and traditional (CA) features of their purchasing decisions in terms of their willingness to pay. Design/methodology/approach -A discrete choice modelling experiment was used to test the relationship between CSR and CA, quantify consumers' intention to purchase, and establish their willingness to pay for specific social features. Findings -It was found that there is a positive relationship between CSR and CA regarding consumer behaviour and that Peruvian consumers seem to be more sensitive to CSR features of products than Spanish consumers. Moreover, the results show that the willingness to pay for each specific social feature seems to be contextually defined. Originality/value -This paper contributes to the ongoing debate regarding the importance of corporate social responsibility as an influential factor in consumers' socially responsible consumption. It quantifies the social features of companies' products and willingness to pay.

Answering research calls for better contextualisation of entrepreneurial behaviour, we examine the cultural contexts in which individuals with entrepreneurial values (Schwartz’s self-enhancement- and openness-to-change values) are most likely to be entrepreneurs. Culture is assessed through Schwartz’s cultural dimensions of mastery and egalitarianism. The results of multilevel logistic regressions with more than 35,000 respondents nested in 28 European countries support the hypotheses that individual values are more important for explaining entrepreneurship in non-entrepreneurial cultures (low in mastery and egalitarianism). Our results indicate that mastery compensates for openness-to-change, whereas egalitarianism reduces the impact of both self-enhancement and openness-to-change values.

PurposeConsumer responses to corporate social responsibility (CSR) initiatives when compared to consumer responses to corporate abilities (CA) have been elusory. Relevant empirical research on the subject shows unclear results. The objective of this research is to examine key antecedents to consumer social responses (CnSR), in particular, the comparative effects of CSR initiatives and CA in the consumer purchasing behavior.Design/methodology/approachA choice‐based conjoint model was applied to quota consumer samples from two disparate countries (USA and Peru) in the shoe industry.FindingsThe results demonstrate that some CSR initiatives, such as companies' environmental commitments, along with some CA, such as product quality, significantly explain the nature of consumer responses and a trade‐off effect on consumers' willingness to pay for a product. The differences between the two countries, and those expected for gender and age, strengthen the relationships tested.Practical implicationsImplications for CSR policies, limitations of the findings, and considerations for future research supplement the contribution.Originality/valueTrade‐off measures between traditional product features, that depend on CA, and CSR product features, that depend on CSR initiatives, are used to show why consumers prefer CSR products to other products.

No abstract

This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables, the social identity construct has a positive relation with eWOM and its generation on social media. We analyze this effect by empirically estimating the model using data obtained from Ecuadorian university students and test the relation between social identity and the generation of purchase experience comments on social media. We analyze the effect of each variable on the generation of purchase experience comments on Facebook. Our results confirm the influence of social identity on the generation of eWOM, showing that social capital is an important variable in this process.

Las investigaciones publicadas no son concluyentes sobre la influencia de la responsabilidad social empre- sarial (RSE) sobre el comportamiento de los consumidores. Esta investigación examina la relación entre la RSE y habilidades empresariales (HE) para los consumidores de Bogotá. Asimismo, se estimó su disposición a pagar generada por la presencia de cada una de estas variables en la gestión de la empresa responsable del producto. Se llevó a cabo un diseño experimental por medio de un modelo de elección discreta, para poner a prueba la relación entre la RSE y las HE en la intención de compra de los consumidores, y establecer su disposición a pagar (DAP) por la presencia de determinados atributos sociales. A partir de lo anterior se encontró que algunas iniciativas de RSE, junto con algunas HE, tuvieron un impacto significativo sobre las decisiones de consumo socialmente responsable y la DAP de los consumidores.

Purpose-The purpose of this paper is to analyze customers' perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries. Design/methodology/approach-The authors measured consumers' perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts. Findings-Empirical evidence shows that there is proximity between the literature review and the associationswords and sentencesthat consumers from different countries make with those brands. This consistency of results is significantly higher for word associations. Originality/value-Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.