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

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

&nbsp;&nbsp;This research investigates relationships between a company&quot;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.<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, 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.