Reputation Transfer to Enter New B-To-B Markets: Measuring and Modelling Approaches

ISBN-13: 9783790828115 / Angielski / Miękka / 2012 / 229 str.

Christine Falkenreck

Opis

An increasing number of products and services are not differentiated by inherent features, but by the vendors, particularly their reputation and marketing commu- cation. Consequently, a positive reputation provides competing vendors with a virtually inimitable competitive advantage. Contemporary research concerning antecedents and consequences of reputation in the domain of marketing is dominated by branding and line extension issues. Organizations communication efforts and the relation of reputation and the c- munication media are not fully understood; nor have they been challenged up to now. Moreover, customers perception of reputation is clearly embedded in their cultural context. However, contemporary marketing research restricts both conceptual and empirical considerations to Western-type cultures. Frequently, even the differences in Western-type cultures are neglected. Considering these shortcomings in contemporary marketing research, Dr. Christine Falkenreck investigates the opportunities and limits, and also the potential bene?ts and dangers of transferring a vendor s positive reputation to product categories never produced or offered by the considered vendor. Embedding the empirical investigation of both reputation management and reputation transfer in a coherent theoretical framework, which is grounded in the Commitment-Trust theory, is her merit. She derives and validates an integrated model that appears to be valid in all cultures considered in her study. The results of this analysis contribute substantially to our understanding of reputation measuring and managing. These results are not restricted to academic interests and they provided practitioners with a variety of new insights. Thus, this thesis will ho- fully be widely discussed in both academia and management practice."

Recenzje

This book is winner of the "Centre for Corporate Reputation Best Dissertation Award for 2010" at the University of Oxford.

Spis treści

Definition of Research Problem.- Theoretical Framework.- Perspectives on Corporate Reputation and Reputation Transfer.- Development of Constructs and Related Hypotheses.- Empirical Survey.- Results and Findings.- Conclusions, Implications and Research Suggestions.

Blurb

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.