Effects of Corporate Image, Company-Product Fit and Consumer-Company Identification on Consumers’ Brand Evaluations

• 영문명: Effects of Corporate Image, Company-Product Fit and Consumer-Company Identification on Consumers’ Brand Evaluations
• 발행기관: 한국마케팅과학회
• 저자명: Junyean Moon
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 3~20쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  This research investigates if a company’s corporate image, company-product fit and consumer-company identification influence consumers’ evaluations of brands affiliated with the company. It also examines if company-product fit moderates corporate image’s effect on consumers’ brand trust evaluation and if consumer-company identification moderates corporate image’s effect on consumers’ brand affect evaluation.
  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 and brand affect. Company-product fit does not have a direct effect. It has a significant moderating effect on brand trust, as evidenced by a significant interaction with the corporate image.
  Consumer-company identification has a significant direct effect on brand affect. It also has a significant moderating effect on brand affect, as evidenced by a significant interaction with the corporate image. Implications of the results are discussed.

목차

〈ABSTRACT〉
INTRODUCTION
CONCEPTUAL BACKGROUND
RESEARCH MODEL AND HYPOTHESES
RESEARCH METHODS
RESULTS AND DISCUSSIONS
REFERENCES