Corporate Image Effects on Consumers' Evaluation of Brand Trust and Brand Affect

This research investigates relationships between a company' s corporate image and consumer attitudes toward brands in the company. It also examines the fit belween a company and its individual products and consumer-company identification as intervening variables between the relationships. Dala for this research were collected from 347 undergraduate students lhrough a survey. They were asked to provide their perceplions on two brands for each of 8 large Korean companies. The resulls indicale lhat corporale image directly influences brand trust, whereas it does nol affecl brand lrust indirectly, through company-product fil. Also, lhe results indicate that corporale image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.