The Influence of Corporate Image Association on Consumer Product Evaluation: The Moderating Role of Cognitive Style

2017 ◽  
Vol 35 (2) ◽  
pp. 103-115
Author(s):  
Hur, Chung ◽  
Chan-Koo, Yeo
Keyword(s):  
Cognitive Style ◽  
Product Evaluation ◽  
Corporate Image ◽  
Consumer Product ◽  
Moderating Role

scholarly journals Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience

2019 ◽  
Vol 11 (17) ◽  
pp. 4745 ◽  
Author(s):  
Seojin Stacey Lee ◽  
Yaeri Kim ◽  
Taewoo Roh
Keyword(s):  
Customer Loyalty ◽  
Airline Industry ◽  
Structural Equation ◽  
Equation Model ◽  
Corporate Image ◽  
Least Square ◽  
Environmental Responsibility ◽  
Positive Effects ◽  
Moderating Role

The current study aims to suggest a modified pyramid of corporate social responsibility (CSR) in the airline industry and find the moderating effects of consumer’s CSR experience (CSRE). Although previous studies proved the positive effects of CSR, there are surprisingly few research studies that incorporate Carroll’s fundamental CSR and specific issues of environmental responsibility in the airline industry as the integrated model. Thus, we suggest an alternative perspective of CSR, which can apply exclusively in the airline industry. Second, the moderating role of CSRE is demonstrated in a critical manner. To be specific, we hypothesize that sharing the same experience of altruistic motives may increase intimacy between the company and consumers, which affects a positive CSR evaluation. Therefore, consumers sharing the CSRE may perceive the CSR initiative more positively when compared to those who were not involved in the CSR programs before. By using the structural equation model (SEM) and ordinary least square (OLS) regression, we examined the effects of the modified pyramid of CSR on the corporate image (CI) and the moderating role of CSRE on customer loyalty (CL). The findings suggest that airline managers should consider environmental responsibility in CSR activities and design a variety of programs that should be designed to enhance consumers’ CSRE.

Does Corporate Image Really Matter in Service Recovery Context?

2017 ◽  
Vol 8 (1) ◽  
pp. 1-14
Author(s):  
Rania Mostafa
Keyword(s):  
Service Sector ◽  
Service Recovery ◽  
Corporate Image ◽  
Hierarchical Regression ◽  
Future Research ◽  
Mobile Service ◽  
Recovery Strategies ◽  
Recovery Satisfaction ◽  
Moderating Role

The purpose of this study is to examine the moderating role of corporate image to the relationship between service recovery strategies and post-recovery satisfaction. Data were collected, using a questionnaire from 182 complaining customers in the mobile service sector. Hierarchical regression analyses demonstrated the moderating role of corporate image between service recovery strategies and post recovery satisfaction. Findings based on disconfirmation paradigm theory revealed that corporate image moderates the effect of apology, problem solving, and speed response on service recovery satisfaction. However, corporate image was not found to have a moderating effect on the courtesy - recovery satisfaction link. Academic and managerial implications, as well as, future research directions are provided.

scholarly journals How to deal with negative publicity: the importance of consumer involvement

2005 ◽  
Vol 9 (spe2) ◽  
pp. 47-62
Author(s):  
Celso Augusto de Matos ◽  
Ricardo Teixeira Veiga
Keyword(s):  
Harmful Effect ◽  
Negative Information ◽  
Corporate Image ◽  
Consumer Involvement ◽  
Level Of Involvement ◽  
Different Types ◽  
Product Image ◽  
Negative Publicity ◽  
Moderating Role

Negative information about companies can have a harmful effect on consumer perceptions. However, few studies investigate how consumers process negative publicity and how companies should react to it. In order to examine this question, two experiments were carried out: first, a laboratory experiment which tests how consumers process two different types of negative publicity (product attributes or company values); second, a field experiment comparing three different responses (no answer, denial/reduction of offensiveness and corrective action) given by the company affected by the negative publicity. Results from the first study confirm the detrimental effect of negative publicity on consumer attitudes, indicate that consumers have a higher level of involvement with the message when it is concerned with the company's values and suggest a moderating role of the product involvement on the influence of negative information on corporate image. The second study extends these findings by identifying different options for company reactions from literature and testing them empirically. Results suggest again the involvement variable as a moderator, now on the influence of company reaction on product image.

The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation

1996 ◽  
Vol 23 (3) ◽  
pp. 177 ◽  
Author(s):  
Laura A. Peracchio ◽  
Alice M. Tybout
Keyword(s):  
Prior Knowledge ◽  
Product Evaluation ◽  
Moderating Role
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