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

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-comp...

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Bibliographic Details
Published in:Journal of business research 2021-08, Vol.132, p.289-300
Main Authors: Wolter, Jeremy S., Donavan, D. Todd, Giebelhausen, Michael
Format: Article
Language:English
Subjects:
Business schools
Consumer behavior
Consumer-company identification
Corporate reputation
Multilevel modeling
Sensemaking theory
Social aspects
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Summary: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.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2021.04.012