The moderating effect of the technological level of industry on the relationship between innovation and corporate reputation

Corporate reputation is one of the principal intangible assets a firm possesses. The entrepreneurial, innovative nature of the firm has been recognized as one of the antecedents of corporate reputation. However, specialist literature has paid scant attention to the relative importance of an entrepreneurial nature as an element that helps to improve corporate reputation in comparison with other antecedents such as product quality. Even less is known about exactly how this antecedent influences corporate reputation among different stakeholders. Little is also known about possible variations in how this antecedent is perceived by different industries. Thus, with a view to contributing to knowledge on how corporate reputation is formed, derived from the innovative nature of the firm, this article attempts to analyze how the environment affects the causal relation between the entrepreneurial, innovative nature of the firm and its corporate reputation. We particularly analyze the environment according to its technological level, distinguishing between three types of industry: high tech, medium tech, and low tech, using a sample of 308 US firms and structural equation modeling (SEM) techniques. The empirical test provided some unexpected and interesting results.