Regular representations of completely bounded maps

We study properties and the structure of some special classes of homomorphisms on C*-algebras. These maps are *-preserving up to conjugation by a symmetry. Making use of these homomorphisms, we prove a new structure theorem for completely bounded maps from a unital C*-algebra into the algebra of all bounded linear maps on a Hilbert space. Finally we provide alternative proofs for some of the known results about completely bounded maps and improve on them.