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Drawing inferences about others on the basis of corporate associations

Title
Drawing inferences about others on the basis of corporate associations
Authors
Yoon Y.Gurhan-Canli Z.Bozok B.
Ewha Authors
윤여선
Issue Date
2006
Journal Title
Journal of the Academy of Marketing Science
ISSN
0092-0703JCR Link
Citation
vol. 34, no. 2, pp. 167 - 173
Indexed
SSCI; SCOPUS WOS scopus
Abstract
This research examined how observers use corporate associations (e.g., environmental responsibility) in drawing inferences about a target consumer's dispositions (e.g., whether the target person really cares about the environment). Respondents read a scenario describing a target consumer purchasing a certain brand of pens, whose maker had recently teamed up with an environmental organization. It was found that target-related factors (e.g., impression motivation, the consistency of behavior) and company-related factors (e.g., the congruity of the supported cause with the company's reputation) systematically influenced the dispositional inferences made by the observers. Copyright © 2006 by Academy of Marketing Science.
DOI
10.1177/0092070305284981
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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