When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk

Gürhan‐Canli, Zeynep; Batra, Rajeev

doi:10.1509/jmkr.41.2.197.28667

Cited by 316 publications

(214 citation statements)

References 25 publications

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“…Co-branding partners may have dissimilar organizational characteristics (De Man, 2013) that can hardly be manipulated. They often unintentionally affect customers' brand fit perceptions and attitudes (Connelly et al, 2011;Gürhan-Canli and Batra, 2004). Because the similarity of co-branding partners leads to the perception of a higher brand fit (Simonin and Ruth, 1998), we argue that firms with dissimilar organizational characteristics in terms of size, age, industry scope, and country-of-origin image, which cannot be aligned on short notice, provide potentially unintended market signals and, in turn, achieve lower brand fit evaluations.…”

Section: Signaling Theorymentioning

confidence: 92%

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms' characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot alter them on short notice. We use a quasi-experimental design and test how cobranding partner dissimilarity affects brand fit perception. The results show that co-branding partner dissimilarity in terms of firm size, industry scope, and country-of-origin image negatively affects brand fit perception. Firm age dissimilarity does not exert significant influence. Because brand fit generally fosters a benevolent consumer attitude towards a co-branding alliance, the findings suggest that high partner dissimilarity may reduce overall co-branding alliance performance.

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Section: Signaling Theorymentioning

confidence: 92%

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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“…Hence, the moderating role of risk perception related to online shopping is an important topic that has not received enough consideration in the literature. Some researchers have studied the moderating effect of risk perception on the link between trust and shopping behavior or intention (Büttner and Göritz, 2008), on the effect of brand image or reputation on the evaluation of a supplier or a product (Gurhan-Canli and Batra, 2004), on the impact of satisfaction on online trust (San Martin and Camarero, 2009), on the predictor of trust (Martin and Camarero, 2009), or on some links of the Technology Acceptance Model (TAM) (Featherman and Fuller, 2002). San Martin and Camarero (2009) reported that "Since the results partly corroborate the theoretical assumptions, it is necessary to keep working in this line and increase the number of papers using perceived risk as a moderating variable.…”

Section: Jssmentioning

confidence: 99%

Relationship Among E-Service Quality, Culture, Attitude, Trust, Risk of Online Shopping

Al-Nasser¹,

Yusoff²,

Islam³

et al. 2014

Journal of Social Sciences

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Purchasing is considered a risky business specifically in the online purchasing environment. The research was designed to fill the gap in the existing body of knowledge regarding attitudes and differences in electronic service quality perception between two different geographical and cultural countries-Malaysia and Saudi Arabia-regarding online shopping. Specifically, this research extended previous effort done in an online shopping context by providing evidence that high service quality increase consumers' trust perception, which in turn results in favorable attitude toward online shopping, with risk perception on consumer's trust. Findings indicated differences between Saudis and Malaysians in e-service quality perception. Also attitude toward online shopping was affected by e-service quality perception, but it had mediated effects through trust. Finally, researcher found that perceived risk moderated the relationship between e-service quality and trust. The findings provide practical suggestions for managers on how to develop consumer trust online and enhance purchase attitude even when customers have high risk perception. E-service quality should strongly influence trust for individuals with a higher perceived risk associated with online purchase in comparison to those with a lower perceived risk.

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“…The customer may reason that doing business with a low-CA company will increase the probability of losing money (cf. Gürhan-Canli and Batra, 2004). Similarly, an investor may reason that a companyÕs CA will likely impact the companyÕs financial performance, and therefore the returns he or she will get from a companyÕs stocks.…”

Section: The Personal Relevance Of Ca Informationmentioning

confidence: 99%

The CSR-Quality Trade-Off: When can Corporate Social Responsibility and Corporate Ability Compensate Each Other?

2007

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ABSTRACT. This paper investigates under what conditions a good corporate social responsibility (CSR) can compensate for a relatively poor corporate ability (CA) (quality), and vice versa. The authors conducted an experiment among business administration students, in which information about a financial services companyÕs CA and CSR was provided. Participants indicated their preferences for the companyÕs products, stocks, and jobs. The results show that for stock and job preferences, a poor CA can be compensated by a good CSR. For product preferences, a poor CA could not be compensated by a good CSR, at least when people thought that CA is personally relevant to them. Furthermore, a poor CSR could be compensated by a good CA for product, stocks, and job preferences.

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When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk

Cited by 316 publications

References 25 publications

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Relationship Among E-Service Quality, Culture, Attitude, Trust, Risk of Online Shopping

The CSR-Quality Trade-Off: When can Corporate Social Responsibility and Corporate Ability Compensate Each Other?

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