The customer-based corporate reputation scale: replication and short form

G. Walsh, S. Beatty, E.M.K. Shiu

Research output: Contribution to journalArticle

103 Citations (Scopus)

Abstract

Corporate reputation attracts significant attention among marketing scholars. However, researchers often overlook customers' opinions specifically. Walsh and Beatty [Walsh, G., Beatty, S.E., Measuring Customer-based Corporate Reputation: Scale Development, Validation, and Application. J Acad Mark Sci 2007; 35(1): 127-143.] identify dimensions of customer-based corporate reputation (CBR); they develop scales to measure these dimensions. Researchers in the present study use the Walsh and Beatty CBR scale in the UK and Germany across contexts to study the cross-cultural validity of the measure of customer-based corporate reputation. This study assesses an abbreviated version of the CBR scale (with 15 items). The CBR Short scale has equally good dimensional properties as the original scale. The paper ends with implications for cross-cultural marketing research and management.
Original languageEnglish
Pages (from-to)924-930
Number of pages6
JournalJournal of Business Research
Volume62
Issue number10
DOIs
Publication statusPublished - Oct 2009

Keywords

  • customer-based corporate reputation
  • measurement invariance
  • replication
  • short scale
  • cross-cultural marketing
  • corporate reputation

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