Munich Personal RePEc Archive

Perceived corporate credibility as the emergent property of corporate reputation’s transmission process

Balboni, Bernardo (2008): Perceived corporate credibility as the emergent property of corporate reputation’s transmission process.

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Abstract

Starting from the analysis of corporate reputation construct, this research focuses on the emergent property of corporate reputation process that results from individual corporate image’s transmission within a informal network where various actors interact. This emergent property is conceptualised as perceived corporate credibility. The aim of this paper is to test the influence of individual cognitive structure - i.e. corporate associations - and the third party’s interaction on the corporate credibility perceived by individual decision-makers within customer’s organization. The theoretical model is examined in a particular business-to-business context: business catering supplying relationships.

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