The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis

Jeremy S. Wolter, D. Todd Donavan and Michael Giebelhausen

Journal of Business Research, 2021, vol. 132, issue C, 289-300

Abstract: With two multilevel studies, the present research applies sensemaking theory to examine the ignored cross-level relationship of corporate reputation with consumer-company identification, along with moderators of this effect. The results indicate that reputation has a positive effect on consumer-company identification, but only when consumers have (1) established interpretive languages to perceive reputation cues and (2) a favorable disposition towards reputable companies as a social identity. The observed cross-level effect suggests the literature overestimates reputation’s effect size by focusing on perceived reputation. However, the existence of a cross-level effect supports the critical role of corporate reputation as an intangible asset and a rationale for firms to properly support stakeholder relationships.

Keywords: Corporate reputation; Consumer-company identification; Sensemaking theory; Multilevel modeling (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:132:y:2021:i:c:p:289-300

DOI: 10.1016/j.jbusres.2021.04.012

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