“…Researchers examining various contexts, ranging from product and service markets (Diekmann, Jann, Przepiorka, & Wehrli, 2014;Rindova, Williamson, Petkova, & Sever, 2005) to corporate financing (Carter, Dark, & Singh, 1998;D'Aveni, 1990), stock markets (Pfarrer, Pollock, & Rindova, 2010), entrepreneurial efforts (Pollock & Gulati, 2007;Shane & Cable, 2002), and cultural industries (Delmestri, Montanari, & Usai, 2005;Ebbers & Wijnberg, 2012), have shown that reputation is a valuable intangible asset that increases reputation holders' success (Raub & Weesie, 1990;Shapiro, 1983). Most of this research operates under the assumption that actors have a single overall reputation and, furthermore, that reputation holders interact with an audience with homogenous concerns (Fombrun, 1996;Fombrun & Shanley, 1990;Fombrun & Van Riel, 1997).…”