BrandEquity andCRM: TheDualRolesofCorporate Reputation inChinese Context YongguiWang,JayKandampully, andGuicheng Shi

Thispaperexplores therelationship between brandequity andcustomerrelationship managementby examining theroles ofcorporate reputation andhypotheses areproposed andtested inthecontext ofanempirical study amongcustomers offinancial institutions inChina.The empirical findings confirm thevalidity oftheframework and afford various insights intothedualrolesofcorporate reputation intheproposed relationships.