Corporate Reputation Review

, Volume 12, Issue 4, pp 388–405 | Cite as

Reputation and Supportive Behavior: Moderating Impacts of Foreignness, Industry and Local Exposure

  • William Newburry
Academic Research


We first examine whether there is a relationship between firm reputation and the stated propensity of an individual to pursue behaviors that support the firm. We then examine the extent to which the reputation-supportive behavior linkage is moderated by the firm's foreignness, its industry and its exposure in its local market. In a multi-level analysis using 117,195 individual evaluations of 125 companies in the context of Latin America and Spain, we find a strong direct relationship between reputation and supportive behavior in the product, capital and labor markets. We also find that this relationship is moderated by variables related to foreignness, industry and local exposure.


firm knowledge foreignness industry reputation supportive behavior 



I gratefully acknowledge the support of The Reputation Institute and The Foro de Reputacion Corporativa. In particular, I thank Charles Fombrun, Leonard Ponzi and Sebastian Taciak of the Reputation Institute – New York, Fernando Prado, Pilar Villegas and Beverly Nannini of the Reputation Institute – Spain, Angel Alloza of BBVA and Sofia Fernandez of Telefonica. Additionally, I thank Abrahim Soleimani and Delmary Salgado (FIU) for research assistance. I also wish to thank the CRR Editors and staff for their support of this manuscript. A previous version of this paper was presented at the 2009 Reputation Institute Conference in Amsterdam.


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010

Authors and Affiliations

  • William Newburry
    • 1
  1. 1.Department of Management and International BusinessFlorida International UniversityMiamiUSA

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