The Corporate Reputation of Multinational Corporations - An Analysis of Consumers' Perceptions of Corporate Reputation and its Effects Across Nations

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.

List of contents

The Moderating Role of Institutional Country Differences on Corporate Reputation Effects.- Institutional Country Distances and Firm-specific Resources as Moderators of Corporate Reputation Effects.- National Culture Approaches as Antecedents of Corporate Reputation Perceptions.

About the author

Dr. Cathrin Huber received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.

Summary

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. 

Product details

• Authors: Cathrin Huber
• Publisher: Springer, Berlin
• Languages: English
• Product format: Paperback / Softback
• Released: 07.11.2017
• EAN: 9783658197636
• ISBN: 978-3-658-19763-6
• No. of pages: 181
• Dimensions: 148 mm x 12 mm x 213 mm
• Weight: 272 g
• Illustrations: XX, 181 p. 10 illus.
• Series: Handel und Internationales Marketing Retailing and International Marketing
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Marktforschung, Branding, C, Internationale Wirtschaft, Internationales Management, Market research, Business and Management, Business & management, International business, Market Research/Competitive Intelligence, Management science, Branding (Marketing), International business enterprises, Market Research and Competitive Intelligence