دانلود رایگان مقاله لاتین اتحادیه برند اثر نام تجاری شرکت از سایت الزویر
عنوان فارسی مقاله:
اثرات نام تجاری شرکت ها در اتحادیه های برند
عنوان انگلیسی مقاله:
Corporate brand effects in brand alliances
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Background
The corporate brand is described as defining “firms that will deliver and stand behind the offering that the customer will buy and use” (Aaker, 2004, p 6). Corporate brands typically are founded on a relatively “small set of fundamental core values” central to the firm's character (Uggla, 2006, p 786). Published literature addresses the importance of the corporate brand in consumer evaluations of product brands. For example, scholars examine the effect of corporate social responsibility efforts on consumer reactions (e.g., Becker-Olsen, Cudmore, & Hill, 2006; Marin, Ruiz, & Rubio, 2009; Sen & Bhattacharya, 2001). Brown and Dacin (1997, p 79) find that “what consumers know about a company can influence their reactions to the company's products.” Berens, van Riel, and van Bruggen (2005) show that the corporate brand has maximum influence on product brand attitude when the corporate brand has a high degree of visibility in product-related communications. Biehal and Sheinin (2007) show that a firm's capability associations affect consumer product attitudes, but this effect was less than the product brand's effect. Similarly, Lafferty and Goldsmith (1999) and Goldsmith, Lafferty, and Newell (2000) show that corporate credibility has an effect on consumer evaluations of the firm's brands. Thus, it seems clear that there is a transfer of associations between the corporate brand and the product brand as well as between the corporate brand and other entities that become connected with it. One way to study such transfers of association is through brand alliances. One hypothesis advanced in the brand alliance literature is that a high equity brand ally can signal relevant market information more effectively than an unknown focal brand (Rao & Ruekert, 1994). If a priori product quality is unobservable, credible signals are effective (Rao, Qu, & Ruekert, 1999). Empirical evidence in support of this hypothesis is robust (e.g., Lafferty, Goldsmith, & Hult, 2004; McCarthy & Norris, 1999; Vaidyanathan & Aggarwal, 2000; Voss & Gammoh, 2004; Washburn, Till, & Priluck, 2004). Researchers also provide evidence that when two high equity brands enter a brand alliance, evaluations of both brands are affected by the alliance—and the subsequent effects are not always positive (Simonin & Ruth, 1998). According to the signaling theory explanation of brand alliances (Rao & Ruekert, 1994), brands, whether known or not, can profit by participating in brand alliances. The signaling brand must be well known and reputable; that is, the brand must be known by consumers and have a reputation for delivering the promised level of product quality (Jung, 2011; Klein & Leffler, 1981). This status results from clear and consistent brand investments (Erdem & Swait, 1998). Brand equity is therefore built when consumers learn about the brand and attach associations to it (Janiszewski & Van Osselaer, 2000). Consumer learning is achieved through repeated interactions between the customer and the brand across time and contexts (Keller, 1993). Thus, brand alliances can be useful elements in a brand building plan by facilitating additional interactions between the firm's brand and its customers.
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کلمات کلیدی:
Brand Alliances - Fisher College of Business https://fisher.osu.edu/~west.284/Old%20Webpage/Brand%20Alliance.pdf by N Barger - 2002 - Cited by 2 - Related articles Mar 6, 2002 - brand alliance, companies seek to capitalize on the brand equity of the ... Examples of successful brand alliances can be seen in abundance, ... A look at brand alliances - SlideShare https://www.slideshare.net/preciousssa/a-look-at-brand-alliances Dec 23, 2009 - Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes Presentation of the article by Bernard L. Simonin & Julie A. 11 Of The Best Strategic Brand Partnerships In 2014 - Forbes www.forbes.com/.../11-of-the-bestsmartestmost-interesting-strategic-brand-partnershi... Dec 11, 2014 - Marketing partnerships & co-branding involving tech, fashion, and retail ... The alliance will draw on Apple's consumer experience, hardware ... Cause–brand alliances: does the cause help the brand or does the ... www.sciencedirect.com/science/article/pii/S0148296303001863 by BA Lafferty - 2005 - Cited by 311 - Related articles This experiment (n=463) evaluates changes in attitude for both the cause and the brand as a consequence of the cause–brand alliance (CBA) using familiarity of ... The brandgym blog: Brand alliances wheresthesausage.typepad.com/my_weblog/brand_alliances/ Apr 4, 2007 - ...including the partnership with Apple for the Nike+iPod, which has virtually transformed running and demonstrated how a brand can offer ... Strategic brand alliances | SpringerLink https://link.springer.com/article/10.1057/bm.1997.37 by AR Rao - 1997 - Cited by 37 - Related articles Abstract. Brand names are being conjoined, commingled and combined with other brand names in record numbers. The ubiquity of this phenomenon has not ... Strategic Brand Alliances – True to Brand Values? - - CommDesign commdesign.ca/strategic-brand-alliances/ Oct 12, 2015 - In today's competitive market many companies form strategic brand alliances allowing them to reach new market segments, gain exposure and ... Searches related to brand alliances successful brand alliances types of brand alliance brand alliance clothing brand alliance uk brand alliance charlotte nc brand alliance products brand alliance valard brand alliance head office
