How does reputation win trust? A customer-based mediation analysis

Ali, Raza, Jin, Zhongqi, Wu, Kailin and Melewar, T. C. (2017) How does reputation win trust? A customer-based mediation analysis. International Studies of Management and Organization, 47 (3) . pp. 220-239. ISSN 0020-8825 (doi:10.1080/00208825.2017.1318017)

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This study investigates the relationship between customer-based corporate reputation (CBR) and customer trust, in particular, the mediating role of customer perceived risk in this relationship. We propose and test a model comprising of four components: cognitive CBR, affective CBR, customer perceived risk, and customer trust using a sample of 156 customers from the fast-food services industry in Pakistan. The results suggest that the cognitive and affective dimensions of CBR behave differently in developing customer trust. Affective CBR has a direct positive relationship with customer trust; whereas, customer perceived risk and affective CBR mediate the relationship between cognitive CBR and customer trust. Implications for future researchers and practicetioners are proposed based on the study results.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 19711
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management and Organization on 9 June 2017, available online:
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Depositing User: Zhongqi Jin
Date Deposited: 04 May 2016 13:56
Last Modified: 17 Jul 2019 22:08

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