Reputation Transfer to Enter New B-to-B Markets

Measuring and Modelling Approaches

  • Christine Falkenreck

Part of the Contributions to Management Science book series (MANAGEMENT SC.)

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Christine Falkenreck
    Pages 1-8
  3. Christine Falkenreck
    Pages 9-19
  4. Christine Falkenreck
    Pages 65-105
  5. Christine Falkenreck
    Pages 107-118
  6. Christine Falkenreck
    Pages 119-182
  7. Christine Falkenreck
    Pages 183-189
  8. Back Matter
    Pages 191-229

About this book

Introduction

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.

Keywords

Brand Related Fit Category Related Fit Corporate Reputation Cross Cultural Marketing Customer Relationship Management Direct Marketing Reputation Management Reputation Transfer marketing

Authors and affiliations

  • Christine Falkenreck
    • 1
  1. 1.Dialog Marketing Competence CenterUniversität KasselKasselGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-7908-2357-8
  • Copyright Information Physica-Verlag Heidelberg 2010
  • Publisher Name Physica-Verlag HD
  • eBook Packages Business and Economics
  • Print ISBN 978-3-7908-2356-1
  • Online ISBN 978-3-7908-2357-8
  • Series Print ISSN 1431-1941
  • About this book
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