The customer-based corporate reputation scale: Replication and short form

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Date: Oct. 2009
From: Journal of Business Research(Vol. 62, Issue 10)
Publisher: Elsevier B.V.
Document Type: Report
Length: 217 words

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Abstract :

To link to full-text access for this article, visit this link: Byline: Gianfranco Walsh (a), Sharon E. Beatty (b), Edward M.K. Shiu (c) Keywords: Customer-based corporate reputation; Measurement invariance; Replication; Short scale Abstract: 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. Author Affiliation: (a) Institute for Management, University of Koblenz-Landau, Universitatsstrasse 1, 56070 Koblenz, Germany (b) Culverhouse College of Commerce and Business Administration, University of Alabama, P. O. Box 870225, Tuscaloosa, AL 35487-0225, USA (c) Strathclyde Business School, University of Strathclyde, Stenhouse Building, 173 Cathedral Street, Glasgow G4 0RQ, UK Article History: Received 1 April 2007; Revised 1 October 2007; Accepted 1 November 2007

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Gale Document Number: GALE|A203034041