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

By:

Gurhan-Canli Zeynep

Contributor(s):

Batra Rajeev

Material type: Article

ArticleLanguage: ENG Series: ; XLIPublication details: May 2004 0Edition: 2Description: 197-205 PpSubject(s):

Product Evaluation, Corporate Image

DDC classification:

Gur/Bat

Online resources:

Click here to access online

Summary: 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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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Gur/Bat (Browse shelf(Opens below))	Available		AR7283

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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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