Perceived corporate credibility as the emergent property of corporate reputation’s transmission process
AbstractStarting from the analysis of corporate reputation construct, this research focuses on the emergent property of corporate reputation process that results from individual corporate image’s transmission within a informal network where various actors interact. This emergent property is conceptualised as perceived corporate credibility. The aim of this paper is to test the influence of individual cognitive structure - i.e. corporate associations - and the third party’s interaction on the corporate credibility perceived by individual decision-makers within customer’s organization. The theoretical model is examined in a particular business-to-business context: business catering supplying relationships.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 7944.
Date of creation: 15 Jan 2008
Date of revision:
corporate reputation; corporate associations ; perceived corporate credibility; business-to-business relationships;
Find related papers by JEL classification:
- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-04-15 (All new papers)
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