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.

Prior research considers culture to be a prime determinant of consumers’ attitudes and behaviors. However, little is known about how different cultural environments shape consumption behavior of consumers from the same heritage culture. The present research addresses this knowledge gap by examining cultural orientation and relevant consumer outcomes of immigrants from the former Soviet Union (FSU) in Israel and Germany—desire for unique products and fashion consciousness. The results reveal differences in the cultural orientations of those immigrants in Israel and Germany as well as different relational patterns between cultural orientation and the proposed consumer outcomes. Theoretical and managerial implications are discussed.