Journal of the Academy of Marketing Science

, Volume 44, Issue 4, pp 454–473 | Cite as

Explaining the differing effects of corporate reputation across nations: a multilevel analysis

  • Bernhard SwobodaEmail author
  • Cathrin Puchert
  • Dirk Morschett
Original Empirical Research


Although multinational corporations increasingly use their reputation as an important differentiation criterion, little is known about the varying effects of corporate reputation in an international context. In this study, the effects of corporate reputation across nations, particularly the moderating role of important institutional country differences, are analyzed. To provide insight into these issues, the authors refer to hierarchical data on 13,665 consumer evaluations of a multinational corporation in 40 countries. The results indicate a strong link between corporate reputation and consumers’ loyalty, but this relationship is reinforced or diminished by cultural, economic, or knowledge differences between countries. These moderators represent important factors when managing corporate reputations across nations.


Corporate reputation Cross-cultural research Institutional theory Multilevel structural equation modeling 



We wish to thank Professor Shalom H. Schwartz, Hebrow University of Jerusalem, Israel, for his helpful comments on culture and for providing the most recent cultural data, and Dr. Tassilo Schuster, Friedrich-Alexander University of Erlangen-Nürnberg, Germany, for his helpful comments. We thank three anonymous reviewers for their very constructive comments which have essentially helped us to develop this research further. Finally we thank Professor G. Tomas M. Hult for the possibility to revise and resubmit the manuscript.

Supplementary material

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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Bernhard Swoboda
    • 1
    Email author
  • Cathrin Puchert
    • 1
  • Dirk Morschett
    • 2
  1. 1.University of TrierTrierGermany
  2. 2.University of FribourgFribourgSwitzerland

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