Impact of Direct Marketing Activities on Company Reputation Transfer Success: Empirical Evidence from Five Different Cultures

Extending previous research on commitment and trust, we challenge the cultural impact on the organization's reputation and, particularly, reputation transfer to new business fields. A theory-based model enables the testing of hypotheses related to culture-specific differences between B-to-B cus...

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Bibliographic Details
Published inCorporate reputation review Vol. 13; no. 1; pp. 20 - 37
Main Authors Falkenreck, Christine, Wagner, Ralf
Format Journal Article
LanguageEnglish
Published London Palgrave Macmillan UK 01.03.2010
Palgrave Macmillan
Subjects
Academic Research
Brand loyalty
Business and Management
Corporate Communication/Public Relations
Corporate image
Cross cultural studies
Cultural differences
Culture
Customers
Direct marketing
Hypotheses
Industrial markets
International
Investigations
Management
Market entry
Market positioning
Marketing
Perceptions
Product development
Reputation management
res
Studies
Success
product line extension
commitment-trust theory
reputation transfer
customer satisfaction
word of mouth
direct marketing
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Summary:Extending previous research on commitment and trust, we challenge the cultural impact on the organization's reputation and, particularly, reputation transfer to new business fields. A theory-based model enables the testing of hypotheses related to culture-specific differences between B-to-B customers in Australia, Finland, Germany, Spain and Russia. The empirical part of the article draws on an application example of selling pharmaceutical products to hospitals. Focusing on the impact of customer satisfaction, direct marketing activities and word-of-mouth effects, open-minded and honest communication turns out to be of varying importance for reputation transfer.
ISSN:1363-3589
1479-1889
DOI:10.1057/crr.2010.5