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

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Date: Sept. 2011
From: Journal of Business Research(Vol. 64, Issue 9)
Publisher: Elsevier B.V.
Document Type: Article
Length: 165 words

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Abstract :

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.jbusres.2010.11.019 Byline: Boris Bartikowski, Gianfranco Walsh, Sharon E. Beatty Keywords: CBR; Customer-based corporate reputation; Loyalty; Culture; Relationship age; Uncertainty avoidance; Time orientation Abstract: 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. Article History: Received 1 May 2009; Revised 1 March 2010; Accepted 1 April 2010

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Gale Document Number: GALE|A258088600