Blank endorsement: The added value of unknown corporate brands

Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations

“…Empirically, national studies underscore a transmission from corporate brand associations to product brand attitudes to evaluate product brands (e.g., in loyalty and repurchase intention models, Fatma et al, 2016;. Internationally, only Jakubanecs and Supphellen (2012) suggest that corporate endorsement positively affects product brand attitudes when comparing country groups.…”

“…Few scholars study the effects of corporate and product brands on purchase intentions or intentional loyalty (with differences in emerging versus developed countries, Fatma et al, 2016;, versus Cretu & Brodie, 2007Suh & Youjae, 2006). Jakubanecs and Supphellen (2012) is the only study analyzing corporate-product brand-links in more countries (six); however, it does not consider their effects. Consequently, studies on the effects of important global endorsed branding on consumer behavior across nations are missing, and studies have not sufficiently considered contradictory effects in emerging versus developed countries (e.g., for horizontal image transfers, Özsomer, 2012;Strizhakova & Coulter, 2015).…”

“…Consequently, studies on the effects of important global endorsed branding on consumer behavior across nations are missing, and studies have not sufficiently considered contradictory effects in emerging versus developed countries (e.g., for horizontal image transfers, Özsomer, 2012;Strizhakova & Coulter, 2015). Moreover, vertical image transfers seem to vary due to national culture (especially for collectivism, Jakubanecs & Supphellen, 2012). However, the general brand research provides contradictory assumptions on culture: Van der Lans et al (2016) show a moderation of culture for the effects of brands on purchase intention; Steenkamp (2019a) questions the link between culture and brand attitude.…”

“…First, analyzing the relationship between corporate and product brands across nations provides novel insights into the global application of the endorsed branding strategy. Studies on vertical image transfers investigate endorsed branding holistically (comparing branding strategies, e.g., Hsu et al, 2016, or corporate-productlinks only, e.g., Jakubanecs & Supphellen, 2012). Our focus on global brand effects across nations extends the very few international studies.…”

“…Analyzing national culture contributes to understanding inconsistent results and accounts for how culture affects endorsed branding. Corresponding to the most often viewed Hofstede's cultural dimensions, collectivism, in the brand research (e.g., Gupta et al, 2018;Jakubanecs & Supphellen, 2012), the embeddedness dimension of Schwartz (1994) is referenced here. Compared to Hofstede, Schwartz's model is more theoretically profound, considers guidance of behavior, and reports high empirically explained variances (e.g., De Mooij, 2017;Swoboda & Batton, 2019).…”