The effect of corporate branding dimensions on consumers' product evaluation: A cross-cultural analysis

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The effect of corporate branding dimensions on consumers' product evaluation: A cross-cultural analysis

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dc.contributor.author Souiden, N.
dc.contributor.author Kassim, N.M.
dc.contributor.author Hong, H.J.
dc.date.accessioned 2009-12-31T06:50:14Z
dc.date.available 2009-12-31T06:50:14Z
dc.date.issued 2006
dc.identifier.citation Volume 40, Issue 7-8, 2006, Pages 825-845 en_US
dc.identifier.uri http://dx.doi.org/10.1108/03090560610670016
dc.identifier.uri http://hdl.handle.net/10576/10593
dc.description.abstract Purpose - The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers' product evaluation. Design/methodology/approach - Building on extensive literature, a model of consumers' product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings - The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant affect on corporate loyalty. The corporate reputation is also found to be a mediator of the corporate image's effect on consumers' product evaluation. Practical implications - The paper suggests that marketers should carefully consider the corporate name when designing their branding strategies. Marketers are also called on to adapt their corporate branding approaches to fit each marketing environment and enhance corporate loyalty to reduce the switching behavior of consumers. Originality/value - The paper clarifies the interrelation among the four corporate branding dimensions and shows that consumers of different cultures do not perceive in the same way the impact of corporate branding determinants en_US
dc.language.iso en en_US
dc.publisher Emerald Group Publishing Limited en_US
dc.subject Brand image en_US
dc.subject Brand names en_US
dc.subject Corporate branding en_US
dc.subject Customer loyalty en_US
dc.title The effect of corporate branding dimensions on consumers' product evaluation: A cross-cultural analysis en_US
dc.type Article en_US

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