Explaining the differing effects of corporate reputation across nations: a multilevel analysis

Abstract

Although multinational corporations increasingly use their reputation as an important differentiation criterion, little is known about the varying effects of corporate reputation in an international context. In this study, the effects of corporate reputation across nations, particularly the moderating role of important institutional country differences, are analyzed. To provide insight into these issues, the authors refer to hierarchical data on 13,665 consumer evaluations of a multinational corporation in 40 countries. The results indicate a strong link between corporate reputation and consumers' loyalty, but this relationship is reinforced or diminished by cultural, economic, or knowledge differences between countries. These moderators represent important factors when managing corporate reputations across nations.

Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

“…Because v 2 (difference) tests ''are sensitive to sample size and to violation of the normality assumption'' (Chen, 2007: 465), we assessed the extent of measurement invariance based on commonly used model fit indices. Following recommendations by Chen (2007) and Cheung and Rensvold (2002), we considered changes in CFI, RMSEA, or SRMR of less than 0.01, 0.015, or 0.030, respectively, to be indications of measurement invariance (e.g., Swoboda, Puchert, & Morschett, 2016). A comparison of the nested models according to these indices suggests strong measurement The results correspond to the final specification, after excluding two items due to insufficient loadings (the content validity of the corresponding scales remained unaffected).…”

How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study

“…However, much of this literature focuses on a single field, such as consumer behavior (e.g., Heinberg et al, 2018;Swoboda et al, 2016), human relations (e.g., Powell, Davies, & Norton, 2013), corporate brand strategy (e.g., Sweetin et al, 2013), and even specific industries (e.g., Jo et al, 2015;. From a consumer perspective, CSR and sustainability increase evaluations of the corporate brand rather than just the product brand (Sweetin et al, 2013).…”

“…Signaling theory suggests a positive relationship between corporate reputation and consumer loyalty across nations (Swoboda et al, 2016). Other research finds that positive reputation signals from favorable countries of origin are assessed more favorably than those from negative countries of origin are (Magnusson et al, 2011).…”

Environmental Activism and Big Data: Building Green Social Capital in China

“…In this case, the primary driver for the famous MNCs included in this study lies in their concern about branding and corporate reputation [77,80,89]. Herein, corporate reputation refers to a consumers' overall evaluation of a company's strength or capacity to handle environmental issues, which has great influence on the company's performance and consumers' behaviors [90]. MNCs typically make commitments regarding environmental protection.…”