Template-Type: ReDIF-Paper 1.0
Author-Name: Berens, G.A.J.M.
Author-Name-Last: Berens
Author-Name-First: Guido
Author-Name: van Riel, C.B.M.
Author-Name-Last: van Riel
Author-Name-First: Cees
Author-Name: van Bruggen, G.H.
Author-Name-Last: van Bruggen
Author-Name-First: Gerrit
Title: The Added Value of Corporate Brands
Abstract: 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.
Creation-Date: 2002-04-17
File-URL: https://repub.eur.nl/pub/192/erimrs20020417160645.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2002-43-ORG
Classification-JEL: L2, M, M10, M3
Keywords: Corporate branding, brand strategies, corporate image, product evaluations, survey
Handle: RePEc:ems:eureri:192