دانلود رایگان مقاله اثرات نام تجاری شرکت ها در اتحادیه های برند

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.

6. Discussion

Corporate brands can play an important but complex role in consumer evaluations of a focal brand in a brand alliance. Consistent with previously published research, the authors show that brand equity, as operationalized through Aca and Aba, transferred onto a previously unknown focal brand in a brand alliance. Over the 85 alliances, the regression coefficients for Aca and Aba are random variables that vary across allies and corporations. A significant contribution to the literature is finding explanations for this variance.