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Culture and age as moderators in the corporate reputation and loyalty relationship

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  • Bartikowski, Boris
  • Walsh, Gianfranco
  • Beatty, Sharon E.
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    Abstract

    This study investigates the moderating role of culture and relationship age in the relationship between customer-based corporate reputation (CBR) and customer loyalty using data from two service contexts (retailing and fast-food restaurants) in three countries (France, the U.K., and the U.S.) that differ with regards to two cultural values--uncertainty avoidance and time orientation. Results suggest that CBR has similar effects on affective and intentional loyalty in all three countries. However, culture interacts with relationship age, such that relationship age magnifies the effect of CBR in France, while relationship age suppresses CBR's effect in the U.K. and the U.S. The authors provide explanations for these effects based on cultural theories. Managerial and research implications are developed.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 9 (September)
    Pages: 966-972

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:9:p:966-972

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: CBR Customer-based corporate reputation Loyalty Culture Relationship age Uncertainty avoidance Time orientation;

    References

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    13. Ruth, Julie A. & York, Anne, 2004. "Framing information to enhance corporate reputation: The impact of message source, information type, and reference point," Journal of Business Research, Elsevier, vol. 57(1), pages 14-20, January.
    14. Geert Hofstede, 2006. "What did GLOBE really measure? Researchers’ minds versus respondents’ minds," Journal of International Business Studies, Palgrave Macmillan, vol. 37(6), pages 882-896, November.
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