Researchers have demonstrated that good reputation is per- ceived as a signal of reliability (Suh and Houston, 2010) and acts as an antecedent to trust (Alam and Yasin, 2010; Torres-Moraga et al., 2010). Chang (2013) explored the role of trust as a medi- ating variable between corporate reputation and brand loyalty in the restaurant sector, and the results supported previous studies in that corporate reputation has an influence on trust. Thus the cur- rent study adopts brand reputation as a mediating variable between CBCRBE and brand trust.