Corporate patriotism as a source of corporate reputation: a comparative multi-stakeholder approach

Petya Puncheva-Michelotti, Rod Mccoll, Andrea Vocino and Marco Michelotti
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Petya Puncheva-Michelotti: ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business
Rod Mccoll: ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business
Andrea Vocino: Deakin University [Burwood]
Marco Michelotti: ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business

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Abstract: This paper aims to define the concept of corporate patriotism and clarify its relationship with corporate reputation in the context of multi-stakeholder engagements. It develops a scale to measure corporate patriotism. It then determines the relative importance of corporate patriotism to the perceptions of corporate reputation in four key stakeholder relationships – consumer, purchasing, employment, individual share investment and community relationships. Our research evidence shows that the stakeholder relationship context moderates the role of corporate patriotism as a dimension of corporate reputation. The results further show significant differences in the role of national identity in organisation–stakeholder relationships. Specifically, corporate patriotism is more important for the reputation of a company as an employer and local citizen than as a provider of products and services. Marketing managers should consider the reputational advantage stemming from corporate patriotism in the design of multi-stakeholder corporate communication strategies.

Date: 2014-11-28
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Published in Journal of Strategic Marketing, 2014, 22 (6), pp.471-493. ⟨10.1080/0965254X.2014.885989⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04071465

DOI: 10.1080/0965254X.2014.885989

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