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

2004/05/01 by Zeynep Gürhan-Canli, Zeynep Gürhan‐Canlı, Rajeev Batra · 399 citations
Business, Management and Accounting · Psychology · #Business #Computer science #Consumer Behavior in Brand Consumption and Identification #Corporate Identity and Reputation #Corporate social responsibility #Environmental Sustainability in Business #Image (mathematics) #Marketing #Moderation #Perception #Product (mathematics) #Psychology #Public relations #Risk perception #Social psychology #Trustworthiness

paper · doi:10.1509/jmkr.41.2.197.28667

published in Journal of Marketing Research 41(2), 197-205 (SAGE Publishing)

openalex publication_date 2004/05/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/04

Abstract

In two experiments, the authors show that corporate image associations with innovation and trustworthiness (but not social responsibility) influence product evaluations more when consumers perceive high (versus low) risk in the product purchase. Their findings extend previous research by identifying perceived risk as a moderator of the effects of corporate image on product evaluations. The authors discuss implications for the conditions governing the “flow-through” of corporate image to individual product evaluations.

Citations

• Determinants of Long-Term Orientation in Buyer-Seller Relationships
• The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.

Cited by

• Corporate Social Responsibility, Customer Satisfaction, and Market Value
• Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs
• Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology
• VR tourism experiences and tourist behavior intention in COVID-19: an experience economy and mood management perspective
• The CSR-Quality Trade-Off: When can Corporate Social Responsibility and Corporate Ability Compensate Each Other?
• Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations
• Brand associations: the value of ability versus social responsibility depends on consumer goals
• The Role of Identification in Consumers' Evaluations of Brand Extensions. [europepmc]
• Get Close to the Robot: The Effect of Risk Perception of COVID-19 Pandemic on Customer-Robot Engagement. [europepmc]
• The Interaction of Facial Expression and Donor-Recipient Eye Contact in Donation Intentions: Based on the Intensity of Emotion. [europepmc]

Related

• The Company and the Product: Corporate Associations and Consumer Product Responses
• Differences in the relative influence of product attributes under alternative processing conditions: Attribute importance versus attribute ease of imagability
• Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments
• Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations
• Reputation as insurance: how reputation moderates public backlash following a company's decision to profiteer