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Reputation Transfer to Enter New B-to-B Markets - Measuring and Modelling Approaches
Preface
5
Acknowledgements
6
Contents
7
Abbreviations
11
List of Figures
13
List of Tables
15
Chapter 1: Definition of Research Problem
19
Introduction
19
Structure of Work
22
Objective Targets of Thesis
24
Chapter 2: Theoretical Framework
27
Commitment-Trust Theory and the Nature of Commitment
29
Resource-Based and Knowledge-Based View
31
Reputation as a Resource, an Intangible Asset and a Barrier
35
Chapter 3: Perspectives on Corporate Reputation and Reputation Transfer
38
Perspectives of Relationship Marketing
41
Organizational Buying Behavior and the Impact of Reputation
43
Commitment and Trust in Organizational Buying Behavior
45
Defining Corporate Reputation in B-to-B Relationships
46
Reputation, Corporate Identity and Image
48
Reputation vs. Brand Identity, Brand Imagery and Brand Equity
51
A Standard Construct of Reputation-Useful and Appropriate?
53
League Tables
55
The Reputation Quotient
56
Measuring RQ in Different Cultures
59
Relationship-Driven Measurement Approaches
61
The Need for Valid and Cross-Culturally Practicable Measures of CR
62
The Concept of Reputation Transfer
65
Reputation Transfer vs. Brand Transfer: Chances and Risks
67
Levels of Reputation and their Transferability
69
The Relevance of Direct Marketing Media to Build CR
70
Defining and Quantifying Culture
72
Cultural Frameworks-an Overview
74
Hofstede´s Cultural Dimensions
76
Hofstede´s Cultural Characteristics of Countries under Consideration
78
Australia
79
Finland
79
Germany
80
Russia
80
Spain
81
Chapter 4: Development of Constructs and Related Hypotheses
82
The C-OAR-SE Procedure for Scale Development
82
Formative Versus Reflective Measurement Models
84
Reflective Measures
85
Formative Measures
86
Single Item Indicators
87
Overview on Theoretical and Empirical Considerations
87
Moderating and Mediating Effects in Causal Models
89
Applying the Bonferroni-Holm´s Procedure
92
Development of Constructs
93
Overview of Measurement and Formation of Constructs
96
Corporate Reputation
98
Perceived Innovativeness
100
Perceived Fit
101
Purchase Decision Involvement
102
The Moderating Impact of Culture
104
Reputation Transfer
104
Word of Mouth
105
Relationship Quality
106
Media-enabled and Personal Direct Marketing
107
E-Readiness
109
Related Hypotheses
109
Perceived Innovativeness
110
Purchase Decision Involvement
111
Relationship Quality
112
Word of Mouth
113
Perceived Fit
113
Personal and Media-enabled Direct Marketing
115
Reputation Transfer
116
E-Readiness
116
Reputation
117
Culture
117
Overview
120
Structural Model of Reputation and Reputation Transfer
120
Chapter 5: Empirical Survey
123
Markets Under Consideration
123
Selection of Countries and Definition of Target Groups
124
Data
126
Development of Standardized Questionnaire
127
The Measurement Model
128
Formal Elements
129
Evaluation Criteria for Indicators and Constructs
130
Creation of SmartPLS Structural Model
132
Treatment of Missing Values
132
Content Validity of Reflective Constructs
132
Chapter 6: Results and Findings
135
Synopsis of Measurement Criteria
135
Model Validation
135
Examination of Sample Size
137
Moderating Effects on Reputation Transfer
137
Moderating Effects on Reputation
138
Mediating Effects
139
Reliability and Content Validity of Reflective Constructs
140
R-Square and Q2 Predictive Relevance of Structural Model
143
Cross Loadings
145
Fornell-Larcker Criterion
147
Reliability and Content Validity of Formative Constructs
149
Multicollinearity
150
Summary of Content Adequacy of Formative Constructs
153
Structural Model, Evaluated by Country and Stakeholder Groups
154
All Countries
155
Australia
155
Finland
158
Germany
159
Spain
161
Russia
162
Stakeholder Groups
164
Purchasers
164
Pharmacists
164
Doctors and Nurses
167
Assessment of Research Hypotheses
167
Findings related to Countries and Stakeholder Groups
182
Findings Related to all Countries
185
Cross-Cultural Managerial Implications
186
Australia
186
Scientific Implications for Australia
186
Managerial Implications for Australia
187
Finland
187
Scientific Implications on Finland
187
Managerial Implications for Finland
188
Germany
188
Scientific Implications for Germany
188
Managerial Implications for Germany
189
Russia
190
Scientific Implications for Russia
190
Managerial Implications for Russia
190
Spain
191
Scientific Implications for Spain
191
Managerial Implications for Spain
192
Purchasers
192
Pharmacists
193
Doctors and Nurses
194
Discussion of Research Questions
194
Chapter 7: Conclusions, Implications and Research Suggestions
199
Scientific Implications
202
Managerial Implications
203
Conclusions and Outlook
204
Annex
206
Outer loadings of reflective constructs: Referring to Sect.6.2.5
206
Fornell-Larcker Criterion, Data of Stakeholders: Referring to Sect.6.2.8, Fornell-Larcker Criterion, Dat
206
Cross-Loadings of Reflective Constructs of Stakeholders: Referring to Sect.6.2.7 Cross-Loadings of Reflective Constructs
207
Tables of Multicollinearity, Stakeholders: Tables referring to Sect.6.2.10 Multicollinearity
208
Data Bonferroni-Holm´s Procedure: Data Related to Sect.4.4
209
Data of Pearson´s Chi-Square test
211
Original Questionnaire in English Language
214
References
221
References
221
Index
241
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