Effects of customer-based corporate reputation on perceived risk and relational outcomes: empirical evidence from gender moderation in fashion retailing

Abstract

Purpose Given the strategic importance of firm reputation because of its potential for value creation, extant reputation research focuses on favorable customer outcomes. This study proposes and tests a model that relates the customer-based corporate reputation (CBR) of fashion retailers to customer-perceived risk and two relational outcomes – trust and commitment. In addition, this study aims to test whether or not the hypothesized paths are equally strong for male and female shoppers. Design/methodology/approach Data for this study were collected through an online survey approach. Using a sample of more than 300 retail customers and structural equation modeling, the authors tested the hypotheses. Findings Drawing on previous research, the commitment–trust theory of relationship marketing and signaling theory, the authors find support for direct and indirect links between retailers’ reputation and relational outcomes, the intervening role of perceived risk and the partially moderational role of gender. Practical implications The findings of this research suggest that a retailer’s positive reputation can reduce customers’ risk and engender trust, which in turn promotes customer commitment. Originality/value A growing number of examples suggests that retailers (specially fashion retailers) need to manage their reputation, which can come under threat in myriad ways, and its outcomes. However, so far, no individual study empirically investigated any of these reputation outcomes simultaneously or considered gender differences. Thus, the authors address an important research gap by examining the mechanism through which CBR affects relevant customer outcomes and by considering contextual factors.

Corporate Reputation Past and Future: A Review and Integration of Existing Literature and a Framework for Future Research

“…From a strategic/asset-based perspective work is conducted, for example, by Srivoravilai et al (2011) utilising institutional theory (see also Rao, 1994;Staw and Epstein, 2000;Deephouse and Carter, 2005;Foreman et al, 2012;Davies and Chun, 2015;Davies and Olmedo-Cifuentis, 2016;Deephouse et al, 2016); by Gardberg et al (2015) utilising signalling theory (see also Basdeo et al, 2006;Newburry, 2010;Walsh et al, 2015Walsh et al, , 2017Gardberg et al, 2017); by Mahon et al (2004) building on non-market strategy (see also Mahon and Wartick, 2003;Ghobadian et al, 2015;Liedong et al, 2015) and by Deephouse (2000) and others utilising resource-based theory (see also Roberts and Dowling, 2002;Shamsie, 2003;Carmeli and Tishler, 2004;Carter and Ruefli, 2006;Bergh et al, 2010). Furthermore, Carroll and McCombs (2003) bring agenda-setting theory to CR literature, and explore effects of media on CR development (see also Kiousis et al, 2007;Carroll, 2010;Besiou et al, 2013;Bantimaroudis and Zyglidopoulos, 2014;Lee et al, 2015).…”

“…From a relational/perception-based perspective, Wang and Berens (2015) use stakeholder theory (see also Cable and Graham, 2000;Kreiner and Ashforth, 2004;Deephouse, 2007;Bhattacharya et al, 2008;Freeman, 2010); and Money et al (2012) build on psychological approaches and relationship theories (see also MacMillan et al, 2004MacMillan et al, , 2005Hosmer and Kiewitz, 2005;Rindova et al, 2005;Korschun et al, 2014;Walsh et al, 2017). Korschun (2015) draws on social identity theory and explores psychological contributors to stakeholder relationships (see also Helm, 2011Helm, , 2012Ashforth et al, 2013;Korschun and Du, 2013;Beatty et al, 2016); Sjovall and Talk (2004) utilise attribution theory to understand how cognitive processes drive stakeholders to form perceptions of CR (see also Kraatz, 2009, 2017;Mishina et al, 2012;Helm, 2013); and Ravasi (2016) utilises identity and identification theories (see also Whetten et al 2014; Ravasi and Canato, 2013).…”

Aspectos determinantes no consumo masstige

“…(Walley, Custance, Copley, & Perry, 2013). As dimensões envolvidas sugerem uma questão semântica, que suscita outros estudos, podendo inclusive contemplar aspectos como a reputação corporativa (Schwartz, 1992;Walsh, Schaarschmidt, & Ivens, 2017).…”

E-commerce in agriculture – The case of crop protection product purchases in a discrete choice experiment

“…Unfortunately, this physical salesman is not available in the online shopping context (Hong, 2015;Lohse and Spiller, 1999). In this respect, Walsh et al (2017) suggested that a positive reputation of an online merchant reduces consumers' perceived risk and engenders trust. Hence, merchant reputation can serve as an important trustbuilding factor (Caruana and Ewing, 2010;Eisenbeiss et al, 2014).…”