The Influence of Corporate Branding Dimensions to Consumer’s Product Evaluation: Cross-Cultural Perspective

Abstract

Recently, the importance role of Corporate Brand were developed, as become a standard life style in global village life. Thousands of global brand indicate that the competition in branding strategy become more intensive. In order to achieving customer loyalty, a corporation has to do more effort to focusing their brand management with various corporate brand dimensions for any global citizenship with various cultural background. This research is aim to determine the influence of corporate branding to consumer’s product evaluation with eastern and western cultural perspective to brand management. This research designed for survey method of the 350 respondents, with non-probability samplings technique. Respondents were taken from Indonesian and the ex-patria tic. Meanwhile, SEM was used to analyze the model. The result of this research indicated that there is a positive influence between Corporate Brand Name, Corporate Images, Corporate Reputations, and Corporate Brand Loyalty to Consumer’s Product Evaluation.

Keywords: Corporate brand name, Corporate images, Corporate reputations, Corporate brand loyalty, Consumer’s product evaluation.

DOI: 10.7176/EJBM/12-8-04

Publication date:March 31^st 2020