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

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

&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;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.