The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis

Autor:	D. Todd Donavan, Jeremy S. Wolter, Michael D. Giebelhausen
Rok vydání:	2021
Předmět:	Marketing Identification (information) Intangible asset Process (engineering) media_common.quotation_subject Multilevel model Stakeholder Sensemaking Business Social identity theory Reputation media_common
Zdroj:	Journal of Business Research. 132:289-300
ISSN:	0148-2963
DOI:	10.1016/j.jbusres.2021.04.012
Popis:	With two multilevel studies, the present research applies sensemaking theory to examine the ignored cross-level relationship of corporate reputation with consumer-company identification, along with moderators of this effect. The results indicate that reputation has a positive effect on consumer-company identification, but only when consumers have (1) established interpretive languages to perceive reputation cues and (2) a favorable disposition towards reputable companies as a social identity. The observed cross-level effect suggests the literature overestimates reputation’s effect size by focusing on perceived reputation. However, the existence of a cross-level effect supports the critical role of corporate reputation as an intangible asset and a rationale for firms to properly support stakeholder relationships.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4b1d0ce36a71192b6c7fe8d18bc266d0 https://doi.org/10.1016/j.jbusres.2021.04.012 Zobrazit plný text záznamu Full Text from ScienceDirect