The Added Value of Corporate Brands
2002-04-17
Research Paper
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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
Classifications using
Journal of Economic Literature (JEL) Classification System
- M : Business Administration and Business Economics; Marketing; Accounting
- L2 : Firm Objectives, Organization, and Behavior
- M10 : Business Administration: General
- M3 : Marketing and Advertising
Automatically Extracted Terms
- product
- association
- evaluation
- ability
- brand
- responsibility
- subsidiary
- influence
- product evaluations
- responsibility associations
- ability associations
- company
- effect
- involvement
- customer
- parent company name
- quality
- ***
- research
- visibility
