Culture and age as moderators in the corporate reputation and loyalty relationship

被引：86

作者：

Bartikowski, Boris ^{[2
]}

Walsh, Gianfranco ^{[3
]}

Beatty, Sharon E. ^{[1
]}

机构：

[1] Univ Alabama, Culverhouse Coll Commerce & Business Adm, Tuscaloosa, AL 35487 USA

[2] Euromed Management, F-3288 Marseille 9, France

[3] Univ Koblenz Landau, Inst Management, D-56070 Koblenz, Germany

来源：

JOURNAL OF BUSINESS RESEARCH | 2011年 / 64卷 / 09期

关键词：

CBR; Customer-based corporate reputation; Loyalty; Culture; Relationship age; Uncertainty avoidance; Time orientation; CUSTOMER; CREDIBILITY; QUALITY; IMPACT; GLOBE; TIME;

D O I：

10.1016/j.jbusres.2010.11.019

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study investigates the moderating role of culture and relationship age in the relationship between customer-based corporate reputation (CBR) and customer loyalty using data from two service contexts (retailing and fast-food restaurants) in three countries (France, the U.K., and the U.S.) that differ with regards to two cultural values-uncertainty avoidance and time orientation. Results suggest that CBR has similar effects on affective and intentional loyalty in all three countries. However, culture interacts with relationship age, such that relationship age magnifies the effect of CBR in France, while relationship age suppresses CBR's effect in the U.K. and the U.S. The authors provide explanations for these effects based on cultural theories. Managerial and research implications are developed. (C) 2010 Elsevier Inc. All rights reserved.

引用

页码：966 / 972

页数：7