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The Influence of Corporate Messages on the Product Portfolio
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. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7102 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2007 |
|---|---|
| Edisi | Vol. 71, No. 2, Apr., 2007 |
| Subjek | Portfolio Product Corporate Messages Product message |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 14 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |