The Added Value of Corporate Brands
This study shows that different types of associations regarding a company have different effects on customers' product evaluations. Associations with a company's ability influenced quality perceptions of products marketed by the company's subsidiaries, but not intentions to actually buy those products. In contrast, corporate social responsibility associations influenced product purchase intentions, but not quality perceptions.
|Keywords||Corporate branding, brand strategies, corporate image, product evaluations, survey|
|Publisher||Erasmus Research Institute of Management (ERIM)|
Berens, G.A.J.M., van Riel, C.B.M., & van Bruggen, G.H.. (2002). The Added Value of Corporate Brands (No. ERS-2002-43-ORG). Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/192