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

  title={The Company and the Product: Corporate Associations and Consumer Product Responses},
  author={Tom J. Brown and Peter A. Dacin},
  journal={Journal of Marketing},
  pages={68 - 84}
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… 

Figures and Tables from this paper

What and how to communicate about a corporate brand with the consumers: An exploratory study

The present exploratory study investigates the differential impact of various relevant corporate brand associations on consumers' cognitive (product attitude and purchase intention) and affective

Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility

In the face of marketplace polls that attest to the increasing influence of corporate social responsibility (CSR) on consumers' purchase behavior, this article examines when, how, and for whom

Corporate association strategies and consumer responses: The relative effectiveness of CA versus CSR communication strategy by industry type

Abstract Given the importance of communication in the realm of corporate associations, this study analyzes the roles that communication strategies play in the formation of corporate associations. The

The Effects of the Corporate Association on Corporate Trust and Attitude: Focusing on Comparison of Corporate Type

The theory of customer-based brand equity emphasizes the importance of brand awareness and brand image or associations in building a strong brand. Marketing scholars have recently begun to identify

The impact of diverse corporate social responsibility practices on consumer product evaluations

Purpose This paper aims to investigate whether corporate social responsibility (CSR) efforts that are oriented toward shared value creation generate any perceptual advantages in terms of consumer

How corporate social responsibility information influences stakeholders' intentions

The study shows how positive and negative information on corporate social and environmental responsibility influences purchase, employment, and investment intentions of various stakeholders. We

Corporate Image Effects on Consumers’ Evaluation of Brand Trust and Brand Affect

Abstract This research investigates relationships between a company’ s corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its

The Influence of Corporate Messages on the Product Portfolio

The authors examine factors that change the influence of corporate messages for forming judgments about products in the company's portfolio (i.e., transfer). Corporate messages transferred more than

How corporate social responsibility can effect on the consumers` attitude and behavior?: a conceptual study

Corporate Social Responsibility (CSR) is a marketing tool that significantly affects the consumers` attitude and behavior. The study investigates the positive and negative effects of CSR, consumers`

The effect of corporate branding dimensions on consumers' product evaluation: A cross‐cultural analysis

Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image,



The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a

Rethinking the effect of perceived fit on customers’ evaluations of new products

Prior research has demonstrated that customer evaluations of a new product are directly related to the degree to which a company’s skills are perceived to “fit” with those required to provide the new


The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on

Corporate Advertising in America: A Review of Published Studies on Use, Measurement, and Effectiveness

Abstract This paper presents a comprehensive literature review of corporate advertising in America with the objective of addressing certain key questions. The review summarizes results from a number

Building Strong Brands

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, "Managing Brand Equity, " managers

The Effects of Sequential Introduction of Brand Extensions

The findings indicate that evaluations of a proposed extension when there were intervening extensions differed from evaluations whenthere were no intervening extensions only when there was a significant disparity between the perceived quality of the intervening extension (as judged by its success or failure) and the perceivedquality of the core brand.

Perceptions of Firm Quality: A Cause or Result of Firm Performance

This article examines two issues regarding the formation and effects of qualitative perceptions offirm performance: First, do firm quantitative measures of performance influence perceptions offirm

The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness

A factorial experiment was developed in which the reputation of the advertising firm and the extremity of the adverising claim were manipulated. Two levels of advertiser reputation, focusing on the

Brand building in the 1990s

Claims that the time has come to consider how to apply marketing principles and practices in an increasingly competitive and rapidly changing environment. Argues that as it becomes increasingly