The Impact of Brand Positivity on the Relationship Between Corporate Image and Consumers’ Attitudes Toward Brand Extension in Service Businesses

Çifci, Sertaç; Koçak, Akın

doi:10.1057/crr.2012.5

Cited by 3 publications

(1 citation statement)

References 50 publications

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“…A different study also indicated that corporate emotional and functional images are the antecedents of corporate reputation. Finally, another study revealed a significant relation between corporate image and perceived quality [24]. In a similar manner, the positive image can have positive results for HEIs.…”

Section: B Institutional Imagementioning

confidence: 68%

A Research on the Relationships among Faculty’s Reputation, Image and Students’ Intentions of Future Collaborations: Findings from the Turkey

Eryılmaz¹

2017

IJLT

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University-Industry collaborations can create various benefits for the all sides of them. However, there is often a weak link of collaboration in many countries between Higher Education Institutions (HEIs) and industrial organizations. Therefore, to strengthen the relationship and to create benefits for stakeholders of it, an investigation of the determinants of the collaboration between universities and industrial organizations is important. Many previous studies found that HEIs' positive reputation and image increase the loyalties of students to their institutions. Thus, the main aim of the study was to investigate the relationship between reputation and image of an HEI and intentions of its students on future collaborations. For this aim, the data was collected from 1368 senior students of a faculty in a public university. The results of the research indicated that a combination of HEI's reputation and image affect students' intentions to collaborate with their universities in future. 

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Section: B Institutional Imagementioning

confidence: 68%

A Research on the Relationships among Faculty’s Reputation, Image and Students’ Intentions of Future Collaborations: Findings from the Turkey

Eryılmaz¹

2017

IJLT

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Buyer perceptions of corporate brand extension attractiveness and fit in B2B services

Sarasvuo,

Liljander,

Haahtela

2023

Industrial Marketing Management

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An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit

Gültekin

Saraç

2021

Sosyoekonomi

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The purpose of this study is to examine the mediator role of the parent brand quality between the store atmosphere and extended brand quality and to investigate the moderator role of perceived fit in the effect of the parent brand quality on the extended brand quality. Data from 200 participants were collected through surveys conducted face-to-face in Ankara. The results of the process analyses reveal that the parent brand quality is a mediator between the store atmosphere and the extended brand quality. Perceived fit is a moderator between the parent brand quality and the extended brand quality.

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The Impact of Brand Positivity on the Relationship Between Corporate Image and Consumers’ Attitudes Toward Brand Extension in Service Businesses

Cited by 3 publications

References 50 publications

A Research on the Relationships among Faculty’s Reputation, Image and Students’ Intentions of Future Collaborations: Findings from the Turkey

A Research on the Relationships among Faculty’s Reputation, Image and Students’ Intentions of Future Collaborations: Findings from the Turkey

Buyer perceptions of corporate brand extension attractiveness and fit in B2B services

An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit

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