The Impact of Corporate Brand Image on Product Evaluations

摘要：

　　Corporate branding is the most important strategy that influences customer perceptions and product evaluations, although some conditions and boundaries exist when corporate brands effect customers evaluation of products, and previous research lays more emphasis on companies and products with regard to these kinds of conditions.Based on previous important findings on corporate brand research and social identity theory, this study identifies consumer-company identification (C-C identification) as a factor that moderates the effects of corporate brand on product evaluation from the customers point of view.By testing samples of college students, this research finds that C-C identification exerts a significant moderating effect on the relationship between corporate brand and product evaluation, and the findings yield some important implications for improving product evaluation in the Chinese market.

关键词： Corporate Brand Product Evaluation Consumer-Company identification Social Identification

作者: Shuilong Wu Yuan Yong-na Jiang lian-xiong

作者单位: School of Management and Economics,Beijing Institute of Technology College of Technology Management,University of Chinese Academy of Science,Beijing 100049,China International Business School Sun Yat-Sun University,Guangzhou,China

会议类型: 国际会议

会议名称: 2013 International Conference on Business Analytics and Management Science (2013商务分析与管理科学国际会议)

会议地点: 北京

会议语种:英文

页码: 328-348

在线出版日期: 2013-11-23（万方平台首次上网日期，不代表论文的发表时间）