Corporate brands as brand allies

Abstract

Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK). Research limitations/implications Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance. Practical implications Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK. Originality/value This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.

Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras

“…Inspirándose en la literatura sobre identidad e imagen corporativa, podemos fijar el nacimiento del estudio de la marca corporativa en la segunda mitad de la década de 1990 (Balmer, 2010;Balmer & Wang, 2016;Biraghi & Gambetti, 2015). Diversos autores coinciden en señalar el artículo de Balmer (1995) "Corporate branding and connoisseurship" como el primero en referirse y mencionar la importancia de la marca corporativa (Mohan, Voss, Jiménez, & Gammoh, 2018;Schmidt & Redler, 2018;Schroeder, 2017;Sevel, Abratt, & Kleyn, 2018). Balmer (1995) definió la marca corporativa como una identidad institucional que puede ser muy significativa para los diferentes stakeholders.…”

Exploring young consumer's decision‐making for luxury co-branding combinations

“…Additionally, this research implied that companies can lower these risks by co-branding with established brands. Mohan et al (2018) examined the role of the corporate brand in a brand alliance that includes one of the corporation's product brands. The incremental value of adding the corporate brand to a product brand alliance was identified.…”

Brand skill: linking brand functionality with consumer-based brand equity

“…This approach is beneficial as it presents a technique to test for a significant moderation by dominant benefit for each path presented in Figure 1. Tests for significant differences in the parameter estimates across the two brand sub-samples is done using t-tests and pooled variances obtained from a pooled model estimation run, where the two sub-sample are combined (Mohan et al, 2018;Voss et al, 2006). Accordingly, we first simultaneously estimated the direct effects among the constructs using three-stage least squares (3SLS) estimation in SAS 9.4.…”

“…Accordingly, we first simultaneously estimated the direct effects among the constructs using three-stage least squares (3SLS) estimation in SAS 9.4. We leverage the 3SLS estimation approach because it is ideally suited to simultaneously test a mediated chain of relationships such as the one presented in Figure 1 (Mohan et al, 2018;Voss and Jiménez, 2010). Based on the parameter estimates from 3SLS and the subsequent difference t-tests, the results show that each path from brand functionality to brand equity was significantly moderated by the extent to which the brand is perceived as offering predominantly utilitarian benefits (Table VI).…”