The Corporate Reputation of Multinational Corporations : An Analysis of Consumers’ Perceptions of Corporate Reputation and its Effects Across Nations

Description

Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers’ corporate reputation perceptions is given. Front Matter ....Pages I-XX Introduction (Cathrin Huber)....Pages 1-30 Study 1: Corporate Reputation Effects across Nations: The Moderating Role of Institutional Country Differences (Cathrin Huber)....Pages 31-58 Study 2: Institutional Country Distances and Firmspecific Resources as Moderators of Corporate Reputation Effects (Cathrin Huber)....Pages 59-88 Study 3: Corporate Reputation Perceptions Across Nations: The Role of National Culture (Cathrin Huber)....Pages 89-116 Final Remarks (Cathrin Huber)....Pages 117-130 Back Matter ....Pages 131-181