A Study on The Structural Relation between Corporate Image and Consumer Decision in The Mobile Communication Service Market of Japan(<Special Issue>Smart Mobile Business Strategy)

Abstract

This study examines the reciprocal relationships between consumer decision-making and corporate image in the mobile communications service market of japan. First, we investigated the structure factor of the corporate image that consumers perceive in the mobile communications service market. Second, We have classified the corporate image to the corporate ability image and social responsibility image, examined the direct effects and indirect effects corporate image has on the decision-making of consumers