Corporate associations and consumer product responses: the moderating role of corporate brand dominance

Text

Corporate associations and consumer product responses: the moderating role of corporate brand dominance

Berens, Guido - ; Van Riel, Cees B.M. - ; Van Bruggen, Gerrit H. - ;

This study investigates the effect of corporate brand dominance - that is, the visibility of a companys corporate brand in product communications - on the relationship between corporate associations and product evaluations. The results show that corporate brand dominance determines the degree to which associations with the company's corporate ability and corporate social responsibility influence product attitudes, as well as the nature of the moderating effects of fit and involvement..Printed Journal

Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Brands Regression analysis Consumer attitudes Social responsibility Financial Services Hypotheses Market strategy studies Print advertising
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data