Ver artículo

Constructs and theories identified, analyzed and tested in North America have been criticized for lacking validity in other cultures or institutional environments. In recognition of these critiques this project uses focus groups to examine the cross-cultural construct equivalence of corporate reputation and the instrument equivalence of the Reputation Quotient (RQ)^sm. Overall, there is support for current conceptualizations of corporate reputation and the RQ as a scale for its measurement. In addition, potential cross-cultural differences are noted in corporate reputation's antecedents, such as parochialism. The focus groups also suggest that additional items may be required for the RQ to make it more comprehensive cross-culturally.