Study 1: Corporate Reputation Effects across Nations: The Moderating Role of Institutional Country Differences
Perceived corporate reputation, consumers’ overall evaluation of a firm’s responsibility, strength, or quality of offers (Berens et al. 2005; Walsh and Beatty 2007), is known to affect firms’ performance and consumers’ behavior. MNCs increasingly seek to manage their CR across nations because a strong reputation is of paramount importance (e.g., when attracting local customers, establishing businesses with partners, or recruiting employees). For example, after struggling with a crisis of confidence, Procter & Gamble relied on its renewed CR to attract stakeholders and considered its reputation effects across nations by evaluating consumers’ loyalty (Lafley 2009).
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