Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 38, Issue 7, Pages 732-742Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2008.02.005
Keywords
Corporate reputation; Customer trust; Customer identification; Customer commitment; Behavioral intentions
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How does corporate reputation influence customer behavioral intentions? This article proposes a model with customer trust, customer identification and customer commitment as the key intervening factors between corporate reputation and customer purchase intention and willingness to pay a price premium. We test the model by using data from 351 customers of three Chinese B2B service firms. Results indicate that corporate reputation has positive influence on both customer trust and customer identification. Customer commitment mediates the relationships between the two relational constructs (customer trust and customer identification) and behavioral intentions. Customer identification and customer commitment relate closely, but they are distinct constructs in the B2B setting. (C) 2008 Elsevier Inc. All rights reserved.
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