How does reputation win trust? A customer-based mediation analysis
Ali, Raza, Jin, Zhongqi 
ORCID: https://orcid.org/0000-0002-2881-2188, 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
[Article]
(doi:10.1080/00208825.2017.1318017)
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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: | 29 Nov 2022 20:47 |
| URI: | https://eprints.mdx.ac.uk/id/eprint/19711 |
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