A Study on the Influence of Brand Level Evaluation on Overall Company Evaluation

브랜드차원의 평가가 기업차원의 이미지전이에 미치는 영향에 관한 연구

  • 이지원 (경희대학교 무역학부) ;
  • 요호 (경희대학교 무역학부) ;
  • 강인원 (경희대학교 무역학부)
  • Received : 2011.06.24
  • Accepted : 2011.09.07
  • Published : 2011.09.01


It is not uncommon to witness brand image transference which is a development of corporate image from a collection of individual brand images. The brand image transfer process is the influence of consumer attitudes toward certain brands on overall evaluation of the company. To understand the image transfer process, we examine the influence of brand level evaluation on overall company evaluation through food and beverage consumer products in China, where active competitions among global brands exist.