We use cookies to ensure that we give you the best experience on our website. You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Durham University

Research & business

View Profile

Publication details

Zhang, J., He, Xinming, Zhou, Chaohong & Gorp, D. (2019). Antecedents of corporate image: The case of Chinese multinational enterprises in the Netherlands. Journal of Business Research 101: 389-401.

Author(s) from Durham


This paper examines the antecedents of the corporate image of Chinese multinational enterprises (CMNEs) as a group in a developed economy, the Netherlands. Using insights from cognitive psychology, we developed a conceptual model to illustrate the impact of individual experiences and image transfer on the corporate image of CMNEs. The primary argument is that individual experiences influence image formation, and images can be directed from a country and country products towards corporations. We tested our hypotheses by using partial least squares structural equation modeling (PLS-SEM) of survey data collected from the Netherlands. The main findings are that country product image and affective country image significantly influence corporate image; however, the impact of experiences on image formation is contingent upon situational factors. The findings of this study have important theoretical and practical implications.