Organizational legitimacy of emerging multinational enterprises: An individual perspective

Drawing on the information processing perspective from psychology, the study builds and tests a conceptual model to explain how the country-of-origin image (COI) and media coverage are associated with the organizational legitimacy of emerging multinational enterprises (EMNEs), and how the relationships are moderated by the education level of individuals in a developed host country. This study investigates the relationships by highlighting the multidimensional nature of these concepts. Our findings suggest that affective COI is positively associated with both pragmatic and sociopolitical legitimacy, economic COI is positively associated with pragmatic legitimacy, and political COI is positively associated with sociopolitical legitimacy. The findings also demonstrate that media influence legitimacy; however, the extent to which media influence legitimacy depends on individuals' education levels. These findings advance our understanding of organizational legitimacy and its antecedents, providing new insights into strategies for building legitimacy in foreign countries.