The Company and the Product: Corporate Associations and Consumer Product Responses

  title={The Company and the Product: Corporate Associations and Consumer Product Responses},
  author={T. J. Brown and Peter A. Dacin},
  journal={Journal of Marketing},
  pages={68 - 84}
  • T. J. Brown, Peter A. Dacin
  • Published 1997
  • Business
  • Journal of Marketing
  • Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that… CONTINUE READING

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