With regard to corporate character-based reputation management, one of the most important considerations in managing corporate reputation is the fact that consistency and credibility are two crucial factors that transform cognitive corporate reputation into affective attributes of corporate reputation. This can be seen from the literature review in Chapter 2, as well as from the empirical results showing the powerful effect of the „Agreeableness‟ trait embedding the credibility and consistency of CCS, which in turn determines customer commitment.