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

Ali, Raza and Jin, Zhongqi and 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

[img] PDF - Final accepted version (with author's formatting)
Download (433kB)

Abstract

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: http://dx.doi.org/10.1080/00208825.2017.1318017
Useful Links:
Depositing User: Zhongqi Jin
Date Deposited: 04 May 2016 13:56
Last Modified: 09 Dec 2018 04:04
URI: http://eprints.mdx.ac.uk/id/eprint/19711

Actions (login required)

Edit Item Edit Item

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year