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Corporate Image Effects on Consumers` Evaluation of Brand Trust and Brand Affect

Title
Corporate Image Effects on Consumers` Evaluation of Brand Trust and Brand Affect
Author
문준연
Keywords
corporate image; companyproduct fit; consumer-company identification; brand trust; brand affect
Issue Date
2007-09
Publisher
한국마케팅과학회
Citation
마케팅과학연구, v. 17, No. 3, Page. 21-37
Abstract
This research investigates relationships between a company`s corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships.Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies.The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.
URI
http://kiss.kstudy.com/thesis/thesis-view.asp?key=2954555https://repository.hanyang.ac.kr/handle/20.500.11754/106894
ISSN
2163-9159; 2163-9167
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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