The influence of corporate messages on the product portfolio
Document Type
Article
Date of Original Version
4-1-2007
Abstract
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. © 2007, American Marketing Association.
Publication Title, e.g., Journal
Journal of Marketing
Volume
71
Issue
2
Citation/Publisher Attribution
Biehal, Gabriel J., and Daniel A. Sheinin. "The influence of corporate messages on the product portfolio." Journal of Marketing 71, 2 (2007): 12-25. doi: 10.1509/jmkg.71.2.12.