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The Added Value of Corporate Brands

Author

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  • Berens, G.A.J.M.
  • van Riel, C.B.M.
  • van Bruggen, G.H.

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.

Suggested Citation

  • Berens, G.A.J.M. & van Riel, C.B.M. & van Bruggen, G.H., 2002. "The Added Value of Corporate Brands," ERIM Report Series Research in Management ERS-2002-43-ORG, 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.
    • Handle: RePEc:ems:eureri:192
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    File URL: https://repub.eur.nl/pub/192/erimrs20020417160645.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Corporate branding; brand strategies; corporate image; product evaluations; survey;
    All these keywords.

    JEL classification:

    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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