Effect of Coporate Image on Product Attitude and Initial Recollection

Chun Choong Sik(Marketing Major Department of Business Administration Graduate School of International Business Administration, Hong-Ik University)

The mass production system, born out of fevered industrial development, has changed the market situation from that of a seller's market to that of a buyer's market.

Image is extremely important towards the success of a business in today's society, where equality of product quality and technology, are in general, prevails In order to reach a conclusion in the research carried out into the subject matter, hypotheses were set up, based on written research and information gathered through questionnaires, while the data thus collected was statistically analyzed. This research was conducted to investigate the effects of cooperate image on product response and initial reaction.

The results of the research can be summarized as follows ;

First, it revealed that the more favorable the response to the products of a particular enterprise, the higher the cooperate image of the enterprise.

Second, in comparison with marketing image, the research revealed that the influence of business image was greater in influencing response to products.

Third, it revealed that the degree of initial reaction was higher, the higher the cooperate image of the enterprise.

Appropriate market strategies have been presented based on these results of this research. In conclusion, in order to develop more effective business strategies, an enterprise must investigate the perceived image of the subject enterprise, and establish proper strategies for interested parties, particularly customers, to build up favorable and positive image for the enterprise.