Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 문준연 | - |
dc.date.accessioned | 2019-06-28T01:59:55Z | - |
dc.date.available | 2019-06-28T01:59:55Z | - |
dc.date.issued | 2007-09 | - |
dc.identifier.citation | 마케팅과학연구, v. 17, No. 3, Page. 21-37 | en_US |
dc.identifier.issn | 2163-9159 | - |
dc.identifier.issn | 2163-9167 | - |
dc.identifier.uri | http://kiss.kstudy.com/thesis/thesis-view.asp?key=2954555 | - |
dc.identifier.uri | https://repository.hanyang.ac.kr/handle/20.500.11754/106894 | - |
dc.description.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. | en_US |
dc.language.iso | ko_KR | en_US |
dc.publisher | 한국마케팅과학회 | en_US |
dc.subject | corporate image | en_US |
dc.subject | companyproduct fit | en_US |
dc.subject | consumer-company identification | en_US |
dc.subject | brand trust | en_US |
dc.subject | brand affect | en_US |
dc.title | Corporate Image Effects on Consumers` Evaluation of Brand Trust and Brand Affect | en_US |
dc.type | Article | en_US |
dc.relation.journal | 마케팅과학연구 | - |
dc.contributor.googleauthor | Moon, Jun Yean | - |
dc.relation.code | 2012215036 | - |
dc.sector.campus | E | - |
dc.sector.daehak | COLLEGE OF BUSINESS AND ECONOMICS[E] | - |
dc.sector.department | DIVISION OF BUSINESS ADMINISTRATION | - |
dc.identifier.pid | jmoon | - |
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