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Impact of Direct Marketing Activities on Company Reputation Transfer Success: Empirical Evidence from Five Different Cultures
Extending previous research on commitment
and trust, we challenge the cultural impact on
the organization?s reputation and, particularly,
reputation transfer to new business fields. A
theory-based model enables the testing of hypotheses related to culture-specific differences
between B-to-B customers in Australia,
Finland, Germany, Spain and Russia. The
empirical part of the article draws on an application example of selling pharmaceutical
products to hospitals. Focusing on the impact
of customer satisfaction, direct marketing activities and word-of-mouth effects, open-minded
and honest communication turns out to be of
varying importance for reputation transfer.
Autor
Prof. Dr. Ralf Wagner
Christine Falkenreck
 
ArtikelFachbereichFachrichtung
2010BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
commitment-trust theory, customer satisfaction, direct marketing, reputation transfer, product line extension