haku: @freeterm customer loyalty / yhteensä: 2
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| Tekijä: | Souiden, N. Kassim, N. M. Hong, H-J. |
| Otsikko: | The effects of corporate branding dimensions on consumersÂ’ product evaluation: a cross-cultural analysis |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:7-8, p.825-845 |
| Asiasana: | marketing brands products consumers culture image |
| Vapaa asiasana: | customer loyalty corporate branding |
| Kieli: | eng |
| Tiivistelmä: | The article considers both Western and Eastern thoughts on corporate branding. The relationship between four corporate branding dimensions, namely corporate name, image, reputation and loyalty, and their combined impact on product evaluation of customers is evaluated in the article. Drawing on the existing literature, a consumerÂ’s product evaluation model is introduced, and it includes the major elements of corporate branding. Data was gathered among 218 American and Japanese consumers, and structural equation modeling and general linear model were used in order to analyze the data. The results show that American and Japanese consumers differ clearly in their perceptions with respect to the impact of corporate image and corporate loyalty. This means that the consumers of different cultures do not perceive the effects of corporate branding determinants in the same way. Further, the relationships between the mentioned four corporate dimensions are described with the help of the sample data, and practical implications are proposed. |
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