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.

Corporate branding, brand strategies, corporate image, product evaluations, survey
Firm Objectives, Organization, and Behavior (jel L2), Business Administration and Business Economics; Marketing; Accounting (jel M), Business Administration: General (jel M10), Marketing and Advertising (jel M3)
Erasmus Research Institute of Management
ERIM Report Series Research in Management
Copyright 2002, G. Berens, C.B.M. van Riel, G.H. van Bruggen, This report in the ERIM Report Series Research in Management is intended as a means to communicate the results of recent research to academic colleagues and other interested parties. All reports are considered as preliminary and subject to possibly major revisions. This applies equally to opinions expressed, theories developed, and data used. Therefore, comments and suggestions are welcome and should be directed to the authors.
Erasmus Research Institute of Management

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). ERIM Report Series Research in Management. Erasmus Research Institute of Management. Retrieved from