Although in the literature there is a discussion about the two attributes (cognitive and affective) of reputation (Berens and van Riel 2004; Bhat and Reddy 1998; Keller 2003; Lievens and Highhouse 2003), there has been limited literature on the links between them. The two attributes of reputation are represented by the two main measures of the reputation construct, RQ and CCS, which focus respectively on socially expected corporate roles (cognitive attributes) and corporate personality (affective attributes).