دانلود رایگان مقاله انگلیسی برندهای شرکت به عنوان اتحادیه نام تجاری - امرالد 2017

Abstract

Purpose: This research examines the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/Methodology/Approach: Employing a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally, and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings: Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge. Research limitations/implications: Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent, and unique information in a brand alliance. Practical implications: Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ product category knowledge. Originality/value: This article examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.

Conclusion

Corporate brands are important assets to a firm because they provide additional and unique information to consumers; beyond that provided by product brands. Managers can exploit this asset by adding the corporate brand name to a traditional brand alliance. The addition will enhance quality perceptions and attitudes towards a focal brand. Overall, this article provides additional support to Balmer’s (2013) call for the adoption of a corporate brand orientation and the application of corporate marketing. Managers are urged to invest in the creation, building, and maintenance of well-known and reputable corporate brands.