When Corporate Image Affects Product Evaluations : The Moderating Role of Perceived Risk  

Oleh:

Batra, Rajeev ; Gurhan-Canli, Zeynep

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JMR: Journal of Marketing Research vol. XLI (May 2004), page 197-205.
Topik: CORPORATE IMAGE; corporate images; product evaluation; role; perceived risk
Fulltext: 30162326.pdf (1.55MB)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In two experiments, the authors show that corporate image associations with innovation and trustworthiness (but not social responsibility) influence product evaluations more when consumers perceive high (versus low) risk in the product purchase. Their findings extend previous research by identifying perceived risk as a moderator of the effects of corporate image on product evaluations. The authors discuss implications for the conditions governing the "flow - through" of corporate image to individual product evaluations.

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