The Effect Chain From Corporate Reputation to Consumer Brand Equity Formation

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).



Citation:

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, Pages: .

Authors

Martin Heinberg, University of Duisburg-Essen, Germany
H. Erkan Ozkaya, California State Polytechnic University, Pomona, USA
Markus Taube, University of Duisburg-Essen, Germany



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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