ABSTRACT
A Study on the Influence of corporate image to product design evaluation
Hong, Eun Jung
Dept. of Business Administration
Graduate School of Chung- Ang University
Academic Advisor Dr. Choi, In Hyok
According to Intense competition among companies and difficult differentiation of product itself, corporate image is an important strategic task. Therefore, consumer buying behavior may have been greater impacted on overall corporate evaluation than specific product attribute perceptions. But much of the early empirical work on corporate image focuse on developing measures of various constructs, such as company image, rather than on developing theoretical links to other important construct, such as product responses.
Thus, purpose of this study is to explore the influence of the various types of corporate image that consumers can hold for a corporation on consumer product evaluation.
This study introduce two types of corporate image - corporate ability ＣA，or expertise in producing and delivering product and ｏr service offerings and corporate social responsibility ＣSR or the character of the company, usually with regard to important societal issues.
Although absent form the marketing literature, the distinction between CA and CSR image is an important one in the context of consumer product responses. The manner in which corporate image influences new product evaluations differs depending on the nature of the corporate image by consumers
The results of this study provide evidence that corporate image can influence product responses.
Moreover, when both CA and CSR image are available to consumers, these image appear to affect product responses in different manners.
The results offer the influence of CA image on the overall product design evalunation in clearly stronger than that of CSR image.
One important finding of our research is the empirical validation of the relationship between corporate image and consumer product responses.
That is, what consumers know about a company can influence their reactions to the company products.
Consequently, understanding how corporate image influence consumer product responses would increase decisions such as which types of image to emphasize in the introduction and positioning of new products.
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