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http://dx.doi.org/10.9723/jksiis.2014.19.3.087

The Effects of the Corporate Association on Corporate Trust and Attitude: Focusing on Comparison of Corporate Type  

Sin, Bum-Sik (조선대학교 경영대학원)
Fang, Guang-Zhu (조선대학교 경영학과)
Kim, Yu-Kyung (조선대학교 경영학과)
Park, Jong-Chul (조선대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.19, no.3, 2014 , pp. 87-101 More about this Journal
Abstract
The theory of customer-based brand equity emphasizes the importance of brand awareness and brand image or associations in building a strong brand. Marketing scholars have recently begun to identify the two types of corporate associations, that is, corporate ability(CA) and corporate social responsibility(CSR) associations, which had long been conceptualized as a unidimensional construct of corporate image in the literature. In line with the new research stream, I'm developed a research model concerning how CA and CSR associations are related to credibility-based and benevolence-based trust, which in turn will affect emotional trust and consumer attitudes toward company. As for the hypothesized paths, the results confirm that all of the them are supported(H1-H6). First, CA associations have a significant positive relationship with credibility-based trust, and CSR associations are positively related to benevolence-based trust. Second, both dimensions of trust show strong and positive influences on emotional trust. In addition, credibility-based trust directly affect attitude toward firm in the foreign company. But credibility-based trust not affect attitude toward firm in the domestic company.
Keywords
Corporate Association; Corporate Ability Association; Corporate Social Responsibility Association; Credibility-based Trust; Benevolence-based Trust; Emotional Trust; Corporate Attitude;
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