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.

• Gianfranco Walsh(Friedrich-Schiller-Universität Jena, Germany)
• Mario Schaarschmid(Friedrich-Schiller-Universität Jena, Germany)
• Stefan Ivens(Friedrich-Schiller-Universität Jena, Germany)