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2022 | OriginalPaper | Chapter

12. Conceptual Framework and Hypothesis

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Abstract

First, the conceptual framework of Study 2 is explained. To address our research aims, we build on schema theory and empirical studies. Second, the study’s hypotheses are derived referring to theoretical as well as empirical insights. First, arguments for the hypotheses on the indirect and direct effects of global corporate brand image as well as their relative strengths are provided. Second, for each moderator, the rationales of their roles in the indirect and direct effects are developed.
Footnotes
1
We do not consider the subtypes of branding strategies such as brand alliances or co-branding (Åsberg and Uggla 2019).
 
Metadata
Title
Conceptual Framework and Hypothesis
Author
Carolina Sinning
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-658-38050-2_12