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This study develops a measure of anticipated chilly climate for women and provides initial evidence of its validity.

We draw on three studies. Study 1 consisted of three focus groups to gain deeper insights into the meaning of the concept for prospective female jobseekers and generate scale items. In Study 2, we pre-tested job post vignettes (N = 203), refined the scale items and explored the factor structure (N = 136). Study 3 aimed to determine the convergent and discriminant validity of the new scale (N = 224) by testing its relationships with organisational attractiveness, person-organisation fit perceptions and gendered language.

The results show that the anticipated chilly climate is an important concept with implications for applicants’ career decision-making and career growth in the technology industry, where women tend to be underrepresented. Perceptions of anticipated chilly climate comprise expectations of devaluation, marginalisation and exclusion from the prospective employment. The masculine stereotypes embedded in the language of the job posts signalled a chilly climate for both genders, negatively affecting perceptions of fit and organisational attractiveness.

Most previous studies have focussed on the actual experiences of chilly climates in organisations. We extend this body of literature to anticipatory climates and draw on social identity threat theory and signalling theory to highlight that job applicants make inferences about the climate they expect to find based on job ads. Specifically, they may anticipate a chilly climate based on cues from job ads signalling masculine stereotypes. Whilst the literature has emphasised women’s perceptions of chilly climates within organisations, our results show that both genders anticipate chilly climates with detrimental consequences for both organisations and prospective job applications.

The purpose of this paper is to investigate the manners in which the employee and consumer identities interact to shape individuals perceptions of corporate reputations in well-established market economies (Australia and Italy) and transition countries (Bulgaria and Russia).

The study utilises a within-subjects repeated measures design. The data were collected from 892 subjects in Australia, Italy, Bulgaria and Russia. The hypotheses were tested using structural equation modelling.

In established market economies, individuals tend to have very distinct identities as employees or consumers, and make different evaluations of corporate reputations depending on the chosen identity. In contrast, in transition countries, the consumer identity prevails over the employee identity and therefore job seekers tend to “follow” their consumer values in forming value judgements of companies.

The study makes two key contributions to current debates in employer branding and stakeholder management research. First, it contributes to theory and practice in employer branding by developing and testing a model of the interaction between consumer and employee identities in defining individuals’ perceptions of corporate reputations. Second, it contributes to stakeholder theory by investigating consumption and job-search from an integrated perspective rather than as separate and unrelated processes.

The purpose of this paper is to discuss how foreign firms can successfully use an innovative marketing communication strategy based on the notion of corporate patriotic appeal to better promote their activities within the countries they operate.

This article uses case study analysis and focus group discussions to link current business practices with stakeholder perceptions of corporate patriotism.

There is an emerging trend in corporate communication strategies where corporate patriotism is increasingly used as an effective marketing strategy by both domestic and foreign firms. It was also found that corporate patriotism is an important value across four stakeholder groups which include consumers, investors, employees and community members.

This article identifies a new marketing communication strategy that can be used by multinational enterprises to better promote their activities in the local community within which they operate and among key stakeholder groups. This is particularly important at a time when many multinational enterprises run different operations in multiple countries and, as a result, are often exposed to extensive negative publicity.

The aim of this paper is to develop an effective measure of corporate reputation when stakeholders are faced with different decision situations.

The study research question was addressed using survey data from 500 respondents involved in four decision situations: purchasing products from a company, seeking employment, purchasing shares and supporting the operations of a company in their community.

The findings suggest that corporate reputation is a situational construct which is continuously redefined by stakeholders according to the decision they are considering. Thus, companies may not have the same reputation when seeking different kind of support from stakeholders.

In order to generalise the findings, the collection of data by means of surveys of larger random samples from multiple countries are strongly encouraged.

The paper contributes to the development of effective measures of corporate reputation for individuals who may have hybrid stakeholder identity and are involved in diverse decisions regarding companies. This contribution is valuable in that it can be used by managers and companies to establish more effective corporate communication strategies, which directly address the information needs of individuals considering different relationships with firms.

The paper identifies the value placed on various reputation dimensions when individuals consider different relationships with companies. By doing so, we provide an innovative tool that can be utilised by marketing managers to measure the attractiveness of companies to potential consumers, employees, investors and community members.