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J. M. T. Balmer and E. R. Gray, “Corporate Brands: What Are They? What of Them?” European Journal of Marketing, Vol. 37, No. 7-8, 2003, pp. 972-997. doi:10.1108/03090560310477627

has been cited by the following article:

• TITLE: The Mediating Role of Customer Trust on Customer Loyalty

  AUTHORS: Nha Nguyen, André Leclerc, Gaston LeBlanc

  KEYWORDS: Corporate Identity; Corporate Image; Corporate Reputation; Social Identity; Customer Trust; Customer Loyalty

  JOURNAL NAME: Journal of Service Science and Management, Vol.6 No.1, March 25, 2013

  ABSTRACT: The review of the literature reveals various relationships between the constructs of social identity, customer trust, and customer loyalty. Such results lead to questioning the nature of the conceptual structure that would include these constructs as well as their interrelationships in a structural model. From this perspective, the purpose of this study is to evaluate the mediating role of customer trust on customer loyalty in presence of corporate social identity in the context of financial institutions. Using data collected from 1296 customers-members of credit unions, the results of this study help to legitimize the idea that customer trust intervenes as a mediating variable that enhances the impact of corporate identity, corporate image and the reputation of the firm on customer loyalty. The implications of the study are discussed from both the research and managerial perspectives.