Corporate brand effects in brand alliances

Kevin E. Voss and Mayoor Mohan

Journal of Business Research, 2016, vol. 69, issue 10, 4177-4184

Abstract: Published literature demonstrates that when a single well-known reputable brand is allied with a previously unknown focal brand, perceived quality evaluations of the latter will be more positive. Whether or not the corporate brand improves consumer evaluations of a cobranded product is a topic of interest to marketers. This is true because marketing managers must make decisions regarding investments in building both their corporate and product brands. The authors propose and empirically verify that the corporate brand's role as a parent of its product brands helps determine the extent of the corporate brand's influence on the consumer's evaluation of the focal brand in a brand alliance. Specifically, the corporate brand will be more diagnostic for customer evaluations of a cobranded product when its brand portfolio is more consistent in terms of the customer's attitude toward the brands that comprise the portfolio.

Keywords: Brand alliances; Co-branding; Attitude toward the corporation; Perceived quality; Brand attitude (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296316300224
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4177-4184

DOI: 10.1016/j.jbusres.2016.03.007

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().