• Journal of Global Scholars of Marketing Science
• /
• v.17 no.3
• /
• pp.21-37
• /
• 2007

This research investigates relationships between a company'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. 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. 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.

• International Journal of Advanced Culture Technology
• /
• v.9 no.3
• /
• pp.373-378
• /
• 2021

Sponsorship is one of the communication tools that have been used for a long time to raise corporate awareness and establish favorable customer attitude. This study tried to examine the effect of corporate sponsorship, which has recently been attracting increasing attention. We empirically examined whether sponsorship and program fit, identification with a company or brand, and corporate credibility affect the reputation of the sponsoring company. For this, We conducted a survey using a structured questionnaire for 263 college students, and the collected data were analyzed through a structural equation model along with factor analysis. As a result of the study, it was found that sponsorship and program suitability had a positive effect on corporate reputation, and brand identification and reliability also had a positive effect on corporate reputation. Based on the results of the study, it was possible to obtain the implication that it is important to increase the fit of the sponsor and sponsorship program, to improve the corporate brand identification and corporate credibility in order to increase the corporate reputation through sponsorship.

• Journal of Distribution Science
• /
• v.18 no.4
• /
• pp.13-26
• /
• 2020

Purpose: In this study, we will explore how the attributes of the airline's advertising model affect the corporate image and brand loyalty and the medium effect of the corporate image. Research design, data and methodology: Data collection for empirical analysis of this study was conducted online for about seven months from Jan. 2 to July 12, 2019, and was confirmed as part 292 of the final effective sample and used for demonstration analysis. Results: The property of the advertising model shown to have a significant impact in corporate image and brand loyalty. The property of the advertising, reliability and professionalism shown to have an impact in the social responsibility, but attractiveness is its responsibility and brand loyalty. Corporate images have been shown to play a meaningful role in the impact of advertising models on brand loyalty. Conclusions: The attributes of the airline's advertising model are divided into four categories, and reliability has the most influence on the image of a company and the formation of brand loyalty. The impact of the attributes of the advertising model on the relationship between corporate image and brand loyalty was investigated through an empirical analysis, and several implications were derived.

• Journal of Distribution Science
• /
• v.14 no.9
• /
• pp.73-83
• /
• 2016

Purpose - Previous studies have not paid attention to global self-corporate brand congruity and affective approach from the viewpoint of global self. This study explored an inducement of gratitude that, under the circumstance of corporate association, consumers feel toward corporate's responsible activities, pride related to corporate's ability, and global self congruity. Current researches also have examined positive behavior effects of global self-corporate brand congruity and the feelings on corporate products. Research design, data, and methodology - This research theoretically reviewed that corporate ability and social responsibility association would influence global self-corporate brand congruity, that corporate ability association could induce consumers' sense of pride, and that social responsibility association might induce gratitude. This study, furthermore, examined theoretically whether global self-corporate brand congruity, pride and gratitude could make consumers behave positively toward corporate products, and developed hypotheses. For the empirical analysis with the questionnaires, 231 employees and common people completed the questionnaires, and structural equation model of AMOS 18.0 was used. Results - From the empirical analysis, the outcomes are as followings. First, corporate ability association makes consumers feel proud. Second, corporate social responsible association makes consumers feel grateful. Third, both corporate ability association and social responsibility association let consumers be aware of global self-corporate brand congruity. Fourth, being conscious of each of pride, gratitude and global self-corporate brand congruity prompts consumers to behave positively toward corporate products. Fifth, mediation effects of pride and the congruity in the roles of corporate ability association on the positive behavior, and those of gratitude and the congruity in the roles of corporate social responsible association on the positive behavior are identified. Conclusions - Based on the results, it can be said that a marketing manager should endeavor to make consumers associate the corporate ability and social responsibility. However, the degree of consumers' feelings such as pride and gratitude can differ according to their cultural backgrounds. It is, therefore, needed to be explored by the types of feelings that can be caused more from the difference in cultural backgrounds by corporate association, and to be investigated differently and positively with behavioral effects on the corporate's products between the types.

• Asia-Pacific Journal of Business
• /
• v.8 no.1
• /
• pp.79-93
• /
• 2017

The image of Korean products in the US market and attitudes toward Korean companies and brands have very high purchasing value, but there are many doubts about the image of Korea. However, previous studies have shown that national image, product image, and brand attitude have a positive effect on consumers' purchase intention. The purpose of this study is to analyze the effect of Korean image and Korean brand image on purchasing Korean products in North Texas area. As a result of this study, the effect of the national image on Korean corporate image was not significant, and the effect of the national image on Korean brand image was not significant. However, the effect of the corporate image, purchase intention, brand image, and purchase intention is significant. In this study, US consumers do not perceive the correlation between Korean national image, Korean corporate image and brand image, and it is analyzed that Korean products are purchased mostly because of corporate image and brand image.

• The Journal of the Korea Contents Association
• /
• v.21 no.7
• /
• pp.206-221
• /
• 2021

The demand of social responsibility for corporate is increasing gradually. The corporate can't secure the royal customers only with the effort of securing the competitiveness through the product, service quality. The corporate should act actively in order to satisfy the social expectation required by customers. With this background, this study conducted the survey that can verify the effect of how usual interest in corporate social responsibility interacts in order to investigate the difference depending on the characters of customers and how the corporate social responsibility has led the brand performance. As a result, the legal and economic responsibilities were found to have significant influence in forming the corporate brand image and the favorability. The ethic responsibility was found to play a key role in forming the reliable image but have the negative impact in forming the achievement image, innovative image. In terms of the effect of social responsibility on the corporate brand performance, the usual interest on the social responsibility was found to have no impact as a regulatory effect.

• Culinary science and hospitality research
• /
• v.23 no.3
• /
• pp.77-88
• /
• 2017

The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 350 responses were collected, 342 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, corporate image and HMR brand image had an effect on product attitude of HMR. Second, corporate image of HMR significantly impacted brand image of HMR. Third, brand image of HMR mediated the relationship between corporate image and behavioral intention. Fourth, product attitude of HMR had an effect on behavioral intention of HMR. These findings provide practical implication and marketing strategies for researchers and marketers regarding corporate image and brand image in the HMR context.

• The Journal of Asian Finance, Economics and Business
• /
• v.9 no.5
• /
• pp.335-343
• /
• 2022

Corporate social responsibility is becoming increasingly important to organizations, and it has received a lot of attention from the general public and marketing academics. This study aimed to look at the many aspects of corporate social responsibility and see how brand reputation and brand love play a role in the relationship between corporate social responsibility and customer purchase intent. To reach the end, this research applied the theory of social exchange and corporate social responsibility to explain the relationship between the variables. The Partial Least Squares was applied to analyze data collected from survey questionnaires in the Hanoi market (Vietnam) to test the proposed hypothesis. The study resulted in 239 valid survey questionnaires which can be used to test hypotheses by applying SmarPLS software. The results indicated that there are three key elements of corporate social responsibility from customers' perspectives: responsibility to customers, responsibility to the environment, and responsibility to the community. Interestingly, brand reputation and brand love contribute as mediating roles in the correlation between corporate social responsibility and customer purchase intention. Finally, the authors discussed the findings and the implications of this research in both theoretical and practical aspects, as well as the limitations that future research can focus on.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.9 no.6
• /
• pp.1856-1868
• /
• 2008

This paper is about what is the effect of cultural marketing - which is affecting business ethics and social responsibility - on corporate image and formation of brand asset, and about which is getting more influence by cultural marketing among factors that is forming corporate image and brand asset. The results are like below. First, cultural marketing activities had an indirect influence on the corporate brand asset. Second, cultural marketing had an direct influence on the corporate brand image. Third, cultural marketing had a positive impact on reminding of the brand image. Fourth, social responsibility and business ethics had an indirect influence on the brand loyalty. Fifth, corporate social responsibility and business ethics had a positive impact on the brand image. Sixth, among the corporate social responsibility, community activities played a control variables. Seventh, regarding the characteristics of the respondents it showed that there's perception gaps among marketing, responsibility and ethics as well as brand assets. All in all, cultural marketing had an indirect effect on formulating corporate brand asset by the means of corporate image. The result is pointing out the importance of establishing a strategic marketing plan that is taking harmony between the character of cultural marketing and media, continuous and long-term plan, connection with the type of the brand asset into account. Moreover, as people realized that corporate business activities are brining not only economic consequences, such as providing goods and services but also social consequences, such as uneven distribution of wealth, dirty links between business and politics, consumers' security, pollution, and etc., companies are reconsidering its own role in society. This reconsideration is called corporate social responsibility and this pushed the company to keep business ethics together with their business.

• The Journal of the Korea Contents Association
• /
• v.16 no.6
• /
• pp.94-102
• /
• 2016

The purpose of this study was to investigate the effect of corporate association of sports equipment companies on brand trust, and brand loyalty. The subjects were college student and 400 data were collected and 385 of them were chosen as for final data analysis. Data analysis were conducted using frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis and structural equation modeling with SPSS 22.0 and AMOS 22.0. Based on the above study method and procedures, the results of the study are summarized as follows: First, corporate ability association and corporate social responsibility association had a positive effect on brand trust. Second, brand trust had a positive effect on brand loyalty.