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| Author: | Brown, T. J. Dacin, P. A. |
| Title: | The company and the product. Corporate associations and consumer product responses (Neue Produkte; Corporate Communication) |
| Journal: | Journal of Marketing
1997 : JAN, VOL. 61:1, p. 68-84 |
| Index terms: | |
| Freeterms: | MARKENARTIKEL, MARKETINGSTRATEGIE, PUBLIC RELATIONS, KUNDE |
| Language: | eng |
| Abstract: | The authors examine the effects of two types of corporate associations on product responses. One focuses on the company's capabilities for producing products, that is, corporate ability associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility associations. The results of 3 studies demonstrate that what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company. The authors discuss the implications for marketing managers. |
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