Our experimental design allowed us to identify the effect of reputation mechanism on endogenous market behavior.
However, the effect of corporate reputation on consumers' decision processes may be more varied and unique.
The effect of corporate reputation on corporate performance has been supported in many articles.
"The Effects of Reputation Systems on Markets: An Online Field Experiment". David Holtz, P. Alex Dow, Brian Karrer, and Sinan Aral.
This result is consistent with prior research supporting the significant effects of corporate reputation on brand equity and consumer behavior (Brown 1997; Saxton 1998).
We evaluate the effect of limited reputation information sharing on the efficiency and load distribution of a peer-to-peer system.
Given the significance of a negative reputation, a further aim of this study was to examine the effect of negative corporate reputation on changes in consumers' attitudes toward the brand and their purchase intention.
The study also explores the moderating effect of seller reputation, and finds that the negative effect of market commonality is weakened by seller reputation.
The effects of corporate negative reputation on consumers' brand attitude and purchase intention differ across the type of corporate negative reputation such as CEO and CSR reputation.
After measuring participants' initial brand attitude and purchase intention, two stimuli were given to investigate the effects of negative corporate reputation on consumers' brand attitude and purchase intention.
