Walsh, G. and Beatty, S. and Shiu, E.M.K. (2009) The customer-based corporate reputation scale: replication and short form. Journal of Business Research, 62 (10). pp. 924-930. ISSN 0148-2963Full text not available in this repository. Request a copy from the Strathclyde author
Corporate reputation attracts significant attention among marketing scholars. However, researchers often overlook customers' opinions specifically. Walsh and Beatty [Walsh, G., Beatty, S.E., Measuring Customer-based Corporate Reputation: Scale Development, Validation, and Application. J Acad Mark Sci 2007; 35(1): 127-143.] identify dimensions of customer-based corporate reputation (CBR); they develop scales to measure these dimensions. Researchers in the present study use the Walsh and Beatty CBR scale in the UK and Germany across contexts to study the cross-cultural validity of the measure of customer-based corporate reputation. This study assesses an abbreviated version of the CBR scale (with 15 items). The CBR Short scale has equally good dimensional properties as the original scale. The paper ends with implications for cross-cultural marketing research and management.
|Keywords:||customer-based corporate reputation, measurement invariance, replication, short scale, cross-cultural marketing, corporate reputation, Marketing. Distribution of products, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||22 Jan 2010 11:12|
|Last modified:||24 Mar 2017 05:31|