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Mediation and Moderation Models of Corporate Image Effects on Consumer Brand Evaluations
- Authors
- Moon, Jun yean
- Issue Date
- Dec-2008
- Publisher
- Society for Marketing Advances
- Keywords
- Corporate image; Brand evaluation; Relationship marketing; Consumer behavior; Industrial mediation; Corporate public relations; Marketing science
- Citation
- Society for Marketing Advances Proceedings. , pp.14 - 15
- Indexed
- OTHER
- Journal Title
- Society for Marketing Advances Proceedings.
- Start Page
- 14
- End Page
- 15
- Abstract
- This research attempts to investigate relationships between a company`s corporate image and consumer evaluations of its brands. This research also examines the fit between a company and its product brands and consumer-company identification as explanatory variables between the relationships.
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