آیا تصویر و شهرت شرکت ارزش برند در هند و چین را تحت تاثیر قرار می دهد؟ – شباهت ها و تفاوت ها  Do corporate image and reputation drive brand equity in India and China? – Similarities and differences

1. Introduction Consumer uncertainty is the foundation of signalling theory (Connelly, Certo, Ireland, & Reutzel, 2011), and it is ubiquitous in emerging markets. Frequent product quality scandals (Anderlini, 2011) and emerging market consumers’ increased need for the social signalling function of brands (Eckhardt & Bengtsson, 2010) contribute to an enhanced level of consumer uncertainty towards brands there. One important method to alleviate uncertainty by consumers is the utilization of corporate signals such as corporate image (CI) and corporate reputation (CR) (Ali, Lynch, Melewar, & Jin, 2015; Bartikowski & Walsh, 2011). Despite this, CI and CR related studies building on signalling theory have often been tested in the low-risk/ low-uncertainty, developed country environment, where markets are relatively well regulated (e.g., Fombrun & Shanley, 1990; Walsh, Mitchell, Jackson, & Beatty, 2009; notable exceptions include Wang, Kandamully, Lo, & Shi, 2006; Fong, Lee, & Du, 2013). Accordingly, Connelly et al. (2011) question the logic as to why consumers in such a low-risk environment should invest the cognitive effort of searching for and interpreting signals. Thus, we argue that emerging markets provide a better context to study consumer uncertainty and signalling theory. More importantly, due to the differences in their institutional contexts, comparing major emerging markets (e.g., China, India) is highly important. Marketing literature recognizes China and India as the two major emerging economies (Peng, Wang, & Jiang, 2008) but treats them as one entity, e.g., representing the BRICs, or emerging markets (e.g., Khavul, Peterson, Mullens, & Rasheed, 2010; Sharma, 2011) (with Johnson & Tellis, 2008 as a notable exception). To address this issue, this study examines the how consumers in China and India differ in terms of utilizing corporate signals (e.g., CI, CR) to decrease uncertainty. Initial evidence indicates that a corporate signal’s strength deviates between countries (e.g., Walsh & Bartikowski, 2013). However, the literature is again dominated by developed country studies (e.g., Souiden, Kassim, & Hong, 2006; Walsh & Bartikowski, 2013). Culture is used to explain the cross country differences (e.g., Jin, Yong Park, & Kim, 2008). However, when Bartikowski, Walsh, and Beatty (2011) compare uncertainty avoidance as a cultural moderator to the corporate reputation – brand loyalty relationship, they only observe weak empirical support that indicates an alternative explanation. Therefore, other reasons besides culture may influence the effectiveness of corporate signals. Institutional context differs significantly among emerging markets which would contribute to the perceived uncertainty of consumers. However, these differences have not been examined as reasons of cross-country differences in corporate signalling effects. To address this issue, we argue that consumers in China and India differ in terms of utilizing corporate signals (e.g., CR and CI) to decrease uncertainty due to institutional differences.