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

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  • Wolter, Jeremy S.
  • Donavan, D. Todd
  • Giebelhausen, Michael

Abstract

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.

Suggested Citation

  • Wolter, Jeremy S. & Donavan, D. Todd & Giebelhausen, Michael, 2021. "The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 289-300.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:289-300
    DOI: 10.1016/j.jbusres.2021.04.012
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    6. Zhang, Wenyao & Zhang, Wei & Daim, Tugrul U, 2023. "The voluntary green behavior in green technology innovation: The dual effects of green human resource management system and leader green traits," Journal of Business Research, Elsevier, vol. 165(C).

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