Examining the Diverse Roles of Corporate Reputation Dimensions for Multinational Corporations: A Cross-National Analysis

摘要

The most important intangible resource that a corporation can own is its CR(Hall 1983)which determine international competitive advantages and a positive effect on consumers’behavior.Although MNCs increasingly manage their reputation across nations to attract local consumers, employees, or the public, CR is mostly analyzed holistically.Little is known about the role of the dimensions, which constitute MNCs’CR. Scholars often study the effects of a strong CR on consumer behavior nationally(seldom internationally).Within international studies, varying CR effects of on consumers’loyalty are linked to cultural differences or further institutional country differences by country comparison or across up to 40 countries(e.g., Bartikowski, Walsh, and Beatty 2011;Swoboda and Hirschmann 2017).In total, all authors integrate the measured CR dimensions, i.e., view CR in general.However, internationally only Szocs et al.(2016)analyze the five consumer-based CR dimensions separately by studying their antecedents in two countries.