Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment

Hean Tat Keh, Yi Xie

Research output: Contribution to journalArticleResearchpeer-review

528 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)732 - 742
Number of pages11
JournalIndustrial Marketing Management
Issue number7
Publication statusPublished - 2009
Externally publishedYes

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