The Added Value of Corporate Brands

45 Pages Posted: 18 Feb 2003

See all articles by Guido Berens

Guido Berens

Erasmus Research Institute of Management (ERIM)

C.B.M. van Riel

Erasmus Research Institute of Management (ERIM)

G.H. van Bruggen

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Date Written: 17 2002 4,

Abstract

This study shows that different types of associations regarding a company have different effects on customers' product evaluations. Associations with a company's ability influenced quality perceptions of products marketed by the company's subsidiaries, but not intentions to actually buy those products. In contrast, corporate social responsibility associations influenced product purchase intentions, but not quality perceptions.

Keywords: Corporate branding, corporate image, brand strategies, product evaluations, survey

JEL Classification: M, M10, L2, M3

Suggested Citation

Berens, Guido and van Riel, Cees B.M. and van Bruggen, Gerrit H., The Added Value of Corporate Brands (17 2002 4,). ERIM Report Series Reference No. ERS-2002-43-ORG. Available at SSRN: https://ssrn.com/abstract=370986

Guido Berens (Contact Author)

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Cees B.M. Van Riel

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Gerrit H. Van Bruggen

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands
+31 10 408 2258 (Phone)
+31 10 408 9011 (Fax)

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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