ebook ebooks e-book e-books downloaden bei MyEbooks.ch downloaden

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

:	Christine Falkenreck
:	Reputation Transfer to Enter New B-to-B Markets Measuring and Modelling Approaches
:	Physica-Verlag
:	9783790823578
:	1
:	CHF 85.30
:

:	Werbung, Marketing
:	English

:	229
:	Wasserzeichen/DRM
:	PC/MAC/eReader/Tablet
:	PDF

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.

	Preface	5
	Acknowledgements	6
	Contents	7
	Abbreviations	11
	List of Figures	13
	List of Tables	15
	Chapter 1: Definition of Research Problem	19
	Introduction	19
	Structure of Work	22
	Objective Targets of Thesis	24
	Chapter 2: Theoretical Framework	27
	Commitment-Trust Theory and the Nature of Commitment	29
	Resource-Based and Knowledge-Based View	31
	Reputation as a Resource, an Intangible Asset and a Barrier	35
	Chapter 3: Perspectives on Corporate Reputation and Reputation Transfer	38
	Perspectives of Relationship Marketing	41
	Organizational Buying Behavior and the Impact of Reputation	43
	Commitment and Trust in Organizational Buying Behavior	45
	Defining Corporate Reputation in B-to-B Relationships	46
	Reputation, Corporate Identity and Image	48
	Reputation vs. Brand Identity, Brand Imagery and Brand Equity	51
	A Standard Construct of Reputation-Useful and Appropriate?	53
	League Tables	55
	The Reputation Quotient	56
	Measuring RQ in Different Cultures	59
	Relationship-Driven Measurement Approaches	61
	The Need for Valid and Cross-Culturally Practicable Measures of CR	62
	The Concept of Reputation Transfer	65
	Reputation Transfer vs. Brand Transfer: Chances and Risks	67
	Levels of Reputation and their Transferability	69
	The Relevance of Direct Marketing Media to Build CR	70
	Defining and Quantifying Culture	72
	Cultural Frameworks-an Overview	74
	Hofstede´s Cultural Dimensions	76
	Hofstede´s Cultural Characteristics of Countries under Consideration	78
	Australia	79
	Finland	79
	Germany	80
	Russia	80
	Spain	81
	Chapter 4: Development of Constructs and Related Hypotheses	82
	The C-OAR-SE Procedure for Scale Development	82
	Formative Versus Reflective Measurement Models	84
	Reflective Measures	85
	Formative Measures	86
	Single Item Indicators	87
	Overview on Theoretical and Empirical Considerations	87
	Moderating and Mediating Effects in Causal Models	89
	Applying the Bonferroni-Holm´s Procedure	92
	Development of Constructs	93
	Overview of Measurement and Formation of Constructs	96
	Corporate Reputation	98
	Perceived Innovativeness	100
	Perceived Fit	101
	Purchase Decision Involvement	102
	The Moderating Impact of Culture	104
	Reputation Transfer	104
	Word of Mouth	105
	Relationship Quality	106
	Media-enabled and Personal Direct Marketing	107
	E-Readiness	109
	Related Hypotheses	109
	Perceived Innovativeness	110
	Purchase Decision Involvement	111
	Relationship Quality	112
	Word of Mouth	113
	Perceived Fit	113
	Personal and Media-enabled Direct Marketing	115
	Reputation Transfer	116
	E-Readiness	116
	Reputation	117
	Culture	117
	Overview	120
	Structural Model of Reputation and Reputation Transfer	120
	Chapter 5: Empirical Survey	123
	Markets Under Consideration	123
	Selection of Countries and Definition of Target Groups	124
	Data	126
	Development of Standardized Questionnaire	127
	The Measurement Model	128
	Formal Elements	129
	Evaluation Criteria for Indicators and Constructs	130
	Creation of SmartPLS Structural Model	132
	Treatment of Missing Values	132
	Content Validity of Reflective Constructs	132
	Chapter 6: Results and Findings	135
	Synopsis of Measurement Criteria	135
	Model Validation