| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 6576235 | Studies in Communication Sciences | 2016 | 8 Pages |
Abstract
This comparative study looks at how media reputation of multinational corporations (MNCs) is shaped by national societal contexts. Swiss and US MNCs from the banking and pharmaceutical industry were analyzed. As main predictors media system (Swiss vs. US) and the country of origin of the MNCs (home vs. abroad) were defined. Results show that the overall media reputation of MNCs is predominantly negative in Swiss and US media. However, reputation in US media is significantly more negative than in Swiss media. Independent of the media system reputation of MNCs in home media is more favorable than in abroad media.
Related Topics
Social Sciences and Humanities
Arts and Humanities
Language and Linguistics
Authors
Daniel Vogler, Mario Schranz, Mark Eisenegger,