KOREASCHOLAR

IMPACT OF CUSTOMER-BASED CORPORATE REPUTATION ON PERCEIVED RISK AND RELATIONAL OUTCOMES: EVIDENCE FROM FASHION RETAILING

Gianfranco Walsh, Mario Schaarschmid, Stefan Ivens
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298791
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.883
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Given the strategic importance of firm reputation due to its potential for value creation, extant reputation research focuses on favorable customer outcomes. Building on an established conceptualization of customer-based corporate reputation, this study proposes and tests a model that relates the reputation of fashion retailers to customer-perceived risk and two relational outcomes—trust and commitment. Using a sample of more than 300 German fashion shoppers, the study finds support for the hypothesized linkages. Furthermore, not all linkages are equally strong between women and men. Implications for marketing theory and practice conclude.

Keyword
commitmentcustomer-based corporate reputationfashionmediationmoderationperceived risktrust
Author
  • Gianfranco Walsh(Friedrich-Schiller-Universität Jena, Germany)
  • Mario Schaarschmid(Friedrich-Schiller-Universität Jena, Germany)
  • Stefan Ivens(Friedrich-Schiller-Universität Jena, Germany)