Reputation and Supportive Behavior: Moderating Impacts of Foreignness, Industry and Local Exposure.

We first examine whether there is a relationship between firm reputation and the stated propensity of an individual to pursue behaviors that support the firm. We then examine the extent to which the reputation-supportive behavior linkage is moderated by the firm's foreignness, its industry and its exposure in its local market. In a multi-level analysis using 117,195 individual evaluations of 125 companies in the context of Latin America and Spain, we find a strong direct relationship between reputation and supportive behavior in the product, capital and labor markets. We also find that this relationship is moderated by variables related to foreignness, industry and local exposure. [ABSTRACT FROM AUTHOR]