earticle

영어

This study empirically tested a proposed model that delineates the responsive,leading, innovative, and social image of a company as key precursors ofword-of-mouth (WOM) among Chinese consumers. Regression analysis for thefour dimensions of corporate image on WOM spread among consumers showedthe following findings; first, all dimensions of corporate image turned out to havean impact on WOM communication, except for the dimension of leading corporateimage on WOM measured by “recommending to others.” Second, of the fourdimensions of corporate image, responsive corporate image showed to exert thehighest impact on WOM communication. The findings of this study suggest that,to create an environment that encourages the development and spread of positiveWOM, companies trying to capture the minds of Chinese consumers need tocultivate a satisfactory relationship with their customers and to obtain a favorableimage from them. To this end, managers must consciously and consistently definetheir organizations through all types of interaction and communication withconsumers.