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Investigating mediators between corporate reputation and customer citizenship behaviors

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  • Bartikowski, Boris
  • Walsh, Gianfranco

Abstract

Recent corporate reputation research focuses on customers as an important stakeholder group for whom firm reputation matters. The authors hypothesize that customer-based corporate reputation (CBR) may affect customer citizenship behaviors (CCB) and that both commitment and loyalty mediate the CBR-CCB relationship. The tests of the hypotheses use a sample of 583 service customers who evaluate the reputation of service firms. These results suggest that commitment and loyalty mediate the relationship between CBR and one type of CCB, that is, helping the company. The authors discuss the implications for marketing research and practice.

Suggested Citation

  • Bartikowski, Boris & Walsh, Gianfranco, 2011. "Investigating mediators between corporate reputation and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 64(1), pages 39-44, January.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:1:p:39-44
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