The Corporate Reputation of Multinational Corporations

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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. ContentsThe Moderating Role of Institutional Country Differences on Corporate Reputation EffectsInstitutional Country Distances and Firm-specific Resources as Moderators of Corporate Reputation EffectsNational Culture Approaches as Antecedents of Corporate Reputation PerceptionsTarget GroupsStudents and researchers  focusing on international marketing, corporate branding and in particular on corporate reputationExecutives and managers interested in the successful management of corporate brandsAbout the AuthorDr. Cathrin Huber received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.