The Influence of Corporate Messages on the Product Portfolio
By Gabriel J. Biehal, Daniel A. Sheinin. 2007
183 citations recorded by the source corpus.
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 a product message onto other products in the company's portfolio. However, a product message had more influence than corporate messages for that product. Moreover, a corporate ability (quality) message transferred more to the portfolio than did a corporate social responsibility message. Finally, a competitive product message that preceded a company product message and was positioned similarly to a company product lessened corporate message diagnosticity, reducing transfer. However, this occurred only for a product in the same category but not for a product in a different one. The authors discuss the implications of these findings for corporate brand and product brand managers and suggest directions for further research.
Subfields: Marketing, Sociology and Political Science, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/8f5059423176518d670c81ee54edbb9678af3c69
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Magdalena Öberseder
- Arturo Z. Vasquez-Parraga
- P. M. Feldman
- Verena Gruber
- Bodo B. Schlegelmilch
- Sora Kim
In Sociology and Political Science
In Strategy and Management
- Magdalena Öberseder
- Arturo Z. Vasquez-Parraga
- P. M. Feldman
- Verena Gruber
- Bodo B. Schlegelmilch
- Sora Kim
Citations in the corpus
- Comparison of the Paths From Consumer Involvement Types To Ad Responses Between Corporate Advertising And Product Advertising (2009, background): “Recently, researchers have started to pay more attention to the importance of corporate advertising (Biehal and Sheinin 2007; Pashupati, Arpan, and Nikolaev 2002).”
- The Effects of CSR on Customer Satisfaction and Loyalty in China: The Moderating Role of Corporate Image (2015, unknown): “However, positive associations do boost company and product evaluations [11].”
- “Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions (2011, background): “In both cases, negative CSR information has a much stronger effect on the evaluation than positive news (Biehal and Sheinin 2007; Brown and Dacin 1997; Marin and Ruiz 2007; Sen and Bhattacharya 2001).”
- Consumer social responses to CSR initiatives versus corporate abilities (2013, background): “Negative information about companies’ CSR practices often generates negative evaluations of those companies products (Biehal and Sheinin, 2007; Marin and Ruiz, 2007).”