The Effect Chain From Corporate Reputation to Consumer Brand Equity Formation

Martin Heinberg, University of Duisburg-Essen, Germany
H. Erkan Ozkaya, California State Polytechnic University, Pomona, USA
Markus Taube, University of Duisburg-Essen, Germany
This study explains the mechanism that leads corporate reputation to product brand equity. We achieve this by introducing a theoretical model based on signaling theory that tests (a) two mediating variables (corporate image and product brand value) and (b) three moderating variables (corporate brand visibility, trust, and distribution intensity).
[ to cite ]:
Martin Heinberg, H. Erkan Ozkaya, and Markus Taube (2013) ,"The Effect Chain From Corporate Reputation to Consumer Brand Equity Formation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.