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

Junyean Moon
2007 Journal of Global Academy of Marketing Science  
This research investigates relationships between a company' s corporate image and consumer att itudes 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
more » ... 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 Identlflcation
doi:10.1080/12297119.2007.9707259 fatcat:yeiaxibmlbb2xndzd5ulun52fe