Abstract:
The aim of present research is investigate the influence of corporate image on consumer attitudes about the expansion of brand in allpeople over18 years who are depositors in City Bank. The current research enjoys a descriptive-correlative design. The studypopulation includes allpeople over18 years who are depositors in City Bank. Data collection toolsin this studyinclude:interviews and questionnaires. For analyzing data is used descriptive and inferential statistics by using the SPSS and Structural Equation Modelingsoftwares. The validity of its content was ensured by using the expert viewpoints and consensus. In this research are used the Cronbach's alpha to measure the reliability.Research findings are as follows: (1): Corporate imageinfluence onconsumer attitudesabout the spread ofbrand; (2): Customerperceptionof service quality influence onconsumerattitudesaboutthe brand extension; (3): Corporate imageinfluence oncustomerperceptionof brandservice quality; (4): brand extension influence onconsumer attitudesaboutthe brand extension; (5): Corporate image influence oncongruence perception between brandextensionandthe companymainbrands.
Machine summary:
"In addition to, extending the brand can reduce the cost of access to distribution channels UCT Journal of Management Research and Social Sciences Studiesand lead to more effective promotional efforts (Smith & Park,1992,113).
In results, the aim of present research is investigate the influence of corporate image on consumer attitudes about the expansion of brand in allpeople over18 years who are depositors in City Bank.
Researchers study population Summary of Results Kimpakorn & Tocquer, 2009 Employees of luxurious Hotels knowledge of brand → Commitment to brand; Advantages of the employer brand → Commitment to brand Burmann & Zeplin, 2005 Employees and customers of different brands Commitment to brand → Citizenship behaviors of brand; Citizenship behaviors of brand → Quality of customer relationship with the brand; internal communications of brand→ Commitment to brand; brand-based human resources management → Commitment to brand.
Conceptual model of the influence of corporate image on consumer attitudes (Martinze& Pina, 2005) Fourth hypothesis: brand extension influence onconsumerResearch purposes The main objective of the research: Investigate the relationship between organization brands on customer's loyalty.
have to develop their brand because with the brandConclusion and Recommendations The aim of present research is investigate the influence of corporate image on consumer attitudes about the expansion of brand in allpeople over18 years who are depositors in City Bank.
2011, "Can advertising elements improve consumer UCT Journal of Management Research and Social Sciences Studies evaluations of brand extensions with a moderate or low fit?" Psychology &Marketing."