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The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model

Teresa Barros (), Paula Rodrigues (), Nelson Duarte (), Xue-Feng Shao (), F. V. Martins (), H. Barandas-Karl () and Xiaoguang Yue ()
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Teresa Barros: CIICESI-ESTG, Politécnico do Porto, 4610-156 Felgueiras, Portugal
Paula Rodrigues: Faculty of Economics and Management, Universidade Lusíada Norte, 4369-006 Porto, Portugal
Xue-Feng Shao: Business School, University of Sydney, Sydney 2006, Australia
F. V. Martins: Faculty of Economics, University of Porto, 4099-002 Porto, Portugal
H. Barandas-Karl: Faculty of Economics, University of Porto, 4099-002 Porto, Portugal

JRFM, 2020, vol. 13, issue 6, 1-21

Abstract: The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range.

Keywords: brand interrelationships; corporate identity; brand reputation; higher education; students’ perceptions (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2020
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