The Added Value of Corporate Brands

Guido Berens, Cees van Riel and Gerrit van Bruggen

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

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.

Keywords: Corporate branding; brand strategies; corporate image; product evaluations; survey (search for similar items in EconPapers)
JEL-codes: L2 M M10 M3 (search for similar items in EconPapers)
Date: 2002-04-17
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Persistent link: https://EconPapers.repec.org/RePEc:ems:eureri:192

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