The Corporate Reputation of Multinational Corporations

1. Front Matter

   Pages I-XX

   PDF

2. Introduction

   • Cathrin Huber

   Pages 1-30

3. Study 1: Corporate Reputation Effects across Nations: The Moderating Role of Institutional Country Differences

   • Cathrin Huber

   Pages 31-58

4. Study 2: Institutional Country Distances and Firmspecific Resources as Moderators of Corporate Reputation Effects

   • Cathrin Huber

   Pages 59-88

5. Study 3: Corporate Reputation Perceptions Across Nations: The Role of National Culture

   • Cathrin Huber

   Pages 89-116

6. Final Remarks

   • Cathrin Huber

   Pages 117-130

7. Back Matter

   Pages 131-181

   PDF

Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers’ corporate reputation perceptions is given. 

• Corporate reputation
• Corporate brand
• Culture factor
• International corporate reputation management
• Perceived reputation
• Multinational Corporations
• Consumers Perception
• Institutional environment

• Lehrstuhl für Marketing und Hande, Universität Trier, Trier, Germany

  Cathrin Huber

Dr. Cathrin Huber received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.

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