The Company and the Product: The Relevance of Corporate Associations

@article{Ind1998TheCA,
  title={The Company and the Product: The Relevance of Corporate Associations},
  author={Nicholas Ind},
  journal={Corporate Reputation Review},
  year={1998},
  volume={2},
  pages={88-92}
}
One of the most notable pieces of research in the recent wave of analyses has been Tom Brown and Peter Dacin's work, published last year in the Journal of Marketing: ‘The Company and the Product: Corporate Associations and Consumer Product Responses.’ Brown has since followed up this paper with a further article in this journal. The essence of Brown and Dacin's work has been to look at the relationship between what a consumer knows about a company — what they refer to as corporate associations… CONTINUE READING