Reputation transfer to enter new B-to-B markets: measuring and modelling approaches

This book focuses on the development and cross-cultural testing of a construct of reputation rooted in resource-based theories. No study has ever asked organizational customers to rate the importance of a supplier’s positive reputation on their buying decision. The results of the survey contribute substantially to our understanding of reputation measuring and managing. This book is the first to highlight the cross-link between reputation, reputation transfer and culture, and argues that to develop one cross-culturally valid construct of reputation, which can be used in both B-to-B and B-to-C contexts is neither useful nor appropriate. INDICE: Definition of Research Problem. - Introduction;Structure of Work; Objective Targets of Thesis. - Theoretical Framework.- Commitment-Trust Theoryand the Nature of Commitment; Resource-Based and Knowledge-Based View; Reputation as a Resource, an Intangible Asset and a Barrier. - Perspectives on Corporate Reputation and Reputation Transfer.-Perspectives of Relationship Marketing; Defining Corporate Reputation in B-to-B Relationships; A Standard Constructof Reputation–Useful and Appropriate?; The Concept of Reputation Transfer; The Relevance of Direct Marketing Media to Build CR; Defining and Quantifying Culture. - Development of Constructs and Related Hypotheses.- The C-OAR-SE Procedure for Scale Development; Formative versus Reflective Measurement Models; Moderating and Mediating Effects in Causal Models; Applying the Bonferroni-Holm’s Procedure; Development of Constructs; Related Hypotheses;Structural Model ofReputation and Reputation Transfer. - Empirical Survey.- Markets Under Consideration; The Measurement Model. - Results and Findings. - Synopsis of Measurement Criteria;Model Validation; Assessment of Research Hypotheses; Findings related to Countries and Stakeholder Groups; Discussion of Research Questions. - Conclusions, Implications and Research Suggestions. - Scientific Implications;Managerial Implications; Conclusions and Outlook. - References. - Annex.

• ISBN: 978-3-7908-2356-1
• Editorial: Physica
• Encuadernacion: Cartoné
• Páginas: 250
• Fecha Publicación: 25/10/2009
• Nº Volúmenes: 1
• Idioma: Inglés