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

Preface

Acknowledgements

Contents

Abbreviations

List of Figures

List of Tables

Chapter 1: Definition of Research Problem

Introduction

Structure of Work

Objective Targets of Thesis

Chapter 2: Theoretical Framework

Commitment-Trust Theory and the Nature of Commitment

Resource-Based and Knowledge-Based View

Reputation as a Resource, an Intangible Asset and a Barrier

Chapter 3: Perspectives on Corporate Reputation and Reputation Transfer

Perspectives of Relationship Marketing

Organizational Buying Behavior and the Impact of Reputation

Commitment and Trust in Organizational Buying Behavior

Defining Corporate Reputation in B-to-B Relationships

Reputation, Corporate Identity and Image

Reputation vs. Brand Identity, Brand Imagery and Brand Equity

A Standard Construct of Reputation-Useful and Appropriate?

League Tables

The Reputation Quotient

Measuring RQ in Different Cultures

Relationship-Driven Measurement Approaches

The Need for Valid and Cross-Culturally Practicable Measures of CR

The Concept of Reputation Transfer

Reputation Transfer vs. Brand Transfer: Chances and Risks

Levels of Reputation and their Transferability

The Relevance of Direct Marketing Media to Build CR

Defining and Quantifying Culture

Cultural Frameworks-an Overview

Hofstede´s Cultural Dimensions

Hofstede´s Cultural Characteristics of Countries under Consideration

Australia

Finland

Germany

Russia

Spain

Chapter 4: Development of Constructs and Related Hypotheses

The C-OAR-SE Procedure for Scale Development

Formative Versus Reflective Measurement Models

Reflective Measures

Formative Measures

Single Item Indicators

Overview on Theoretical and Empirical Considerations

Moderating and Mediating Effects in Causal Models

Applying the Bonferroni-Holm´s Procedure

Development of Constructs

Overview of Measurement and Formation of Constructs

Corporate Reputation

Perceived Innovativeness

Perceived Fit

Purchase Decision Involvement

The Moderating Impact of Culture

Reputation Transfer

Word of Mouth

Relationship Quality

Media-enabled and Personal Direct Marketing

E-Readiness

Related Hypotheses

Perceived Innovativeness

Purchase Decision Involvement

Relationship Quality

Word of Mouth

Perceived Fit

Personal and Media-enabled Direct Marketing

Reputation Transfer

E-Readiness

Reputation

Culture

Overview

Structural Model of Reputation and Reputation Transfer

Chapter 5: Empirical Survey

Markets Under Consideration

Selection of Countries and Definition of Target Groups

Data

Development of Standardized Questionnaire

The Measurement Model

Formal Elements

Evaluation Criteria for Indicators and Constructs

Creation of SmartPLS Structural Model

Treatment of Missing Values

Content Validity of Reflective Constructs

Chapter 6: Results and Findings

Synopsis of Measurement Criteria

Model Validation

Examination of Sample Size

Moderating Effects on Reputation Transfer

Moderating Effects on Reputation

Mediating Effects

Reliability and Content Validity of Reflective Constructs

R-Square and Q2 Predictive Relevance of Structural Model

Cross Loadings

Fornell-Larcker Criterion

Reliability and Content Validity of Formative Constructs

Multicollinearity

Summary of Content Adequacy of Formative Constructs

Structural Model, Evaluated by Country and Stakeholder Groups

All Countries

Australia

Finland

Germany

Spain

Russia

Stakeholder Groups

Purchasers

Pharmacists

Doctors and Nurses

Assessment of Research Hypotheses

Findings related to Countries and Stakeholder Groups

Findings Related to all Countries

Cross-Cultural Managerial Implications

Australia

Scientific Implications for Australia

Managerial Implications for Australia

Finland

Scientific Implications on Finland

Managerial Implications for Finland

Germany

Scientific Implications for Germany

Managerial Implications for Germany

Russia

Scientific Implications for Russia

Managerial Implications for Russia

Spain

Scientific Implications for Spain

Managerial Implications for Spain

Purchasers

Pharmacists

Doctors and Nurses

Discussion of Research Questions

Chapter 7: Conclusions, Implications and Research Suggestions

Scientific Implications

Managerial Implications

Conclusions and Outlook

Annex

Outer loadings of reflective constructs: Referring to Sect.6.2.5

Fornell-Larcker Criterion, Data of Stakeholders: Referring to Sect.6.2.8, Fornell-Larcker Criterion, Dat

Cross-Loadings of Reflective Constructs of Stakeholders: Referring to Sect.6.2.7 Cross-Loadings of Reflective Constructs

Tables of Multicollinearity, Stakeholders: Tables referring to Sect.6.2.10 Multicollinearity

Data Bonferroni-Holm´s Procedure: Data Related to Sect.4.4

Data of Pearson´s Chi-Square test

Original Questionnaire in English Language

References

References

Index