Cathrin Huber investigates the reputation of multinational corporations and provides novel
insights and important implications for researchers and managers based on theoretical
considerations and empirical analyses. She shows that country-specific factors like cultural or
political factors but also institutional differences between countries as well as
firm-specific resources in a country influence the corporate reputation-consumer behavior
relationship. Additionally an overview of the main cultural approaches and how they influence
consumers' corporate reputation perceptions is given.
