Journal of Global Scholars of Marketing Science (마케팅과학연구)
- Volume 17 Issue 3
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- Pages.21-37
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- 2007
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- 2163-9159(pISSN)
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- 2163-9167(eISSN)
Corporate Image Effects on Consumers' Evaluation of Brand Trust and Brand Affect
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Moon, Jun-Yean
(Department of Business Administration Hanyang University)
- Published : 2007.09.30
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.
Keywords