Reputation Transfer to Enter New B-to-B Markets (eBook)

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