8.1.2. The importance of affective attributes of corporate reputation (CCS)
Although the finding about the relationship between cognitive attributes of reputation and affective attributes of reputation suggests that they interact with each other in a reputation formation process, another finding regarding the relationship between affective attributes of reputation and other key constructs (service quality, satisfaction and commitment) revealed that affective attributes of reputation are more responsible in leading customers to form favourable higher level attitudes such as satisfaction and commitment.