The interactive effects of product and brand portfolio strategies on brand performance: Longitudinal evidence from the U.S. automotive industry

Kirca, Ahmet H.; Randhawa, Praneet; Talay, M. Berk; Akdeniz, M. Billur

doi:10.1016/j.ijresmar.2019.09.003

Cited by 24 publications

(16 citation statements)

References 64 publications

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“…We could even speculate that the positive image transfer effects in highly developed and embedded countries may differ when (un)favorable corporate brand schemata are linked to (un)favorable product brand schemata (Kirca et al, 2020). As product brands receive more attention in such countries, we would expect favorable product brand images to level unfavorable corporate brand images.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

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

Swoboda

Sinning

2021

Manag Int Rev

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Many multinational corporations use their corporate brand to endorse their products but thereby attract international consumers differently. Therefore, it is important to analyze whether corporations profit from endorsed branding strategies across nations or whether they must rely on country-specific factors. The authors propose a theory-based framework and apply multilevel mediation structural equation modeling with cross-level interactions to analyze the typical direct and indirect effects of global corporate brand image and global product brand image on product purchase intention across nations. The authors rely on hierarchical data from 7660 consumer evaluations of a multinational corporation’s global corporate and product brands in 35 countries. Importantly, the results provide insights into country-specific moderators, i.e., the degree of country development and national culture, and the respective country portfolio. They further contribute to the application of theory and show a positive indirect effect of global corporate brand image on product purchase intention via global product brand image across nations. Additionally, a positive, although weaker, direct effect of global corporate brand image on product purchase intention is found. However, the degree of country development and national culture moderate both effects differently. This study provides new theoretical implications and shows that a country portfolio offers concrete hints for managers.

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Section: Theoretical Implicationsmentioning

confidence: 99%

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

Swoboda

Sinning

2021

Manag Int Rev

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“…In addition to addressing the limitations just listed, future research could explore the antecedents of media influence coefficients. Those coefficients might be driven by differences in a company's communication budget allocation systems, 10 differences in its messages (Guitart et al, 2018), differences by country of origin (Hsieh et al, 2004), the match between the message's narrative person and the brand's image (Chang et al, 2019), or differences in the company's brand portfolio (Kirca et al, 2019).…”

Section: Directions For Future Researchmentioning

confidence: 99%

A customer portfolio management model that relates company’s marketing to its long-term survival

McAlister

Sinha

2021

J. of the Acad. Mark. Sci.

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A typical customer relationship management model is designed to increase the value of a company's existing customers in the next period. While useful in the short term, such a process, followed blindly period after period, would drive the company out of business when those existing customers all eventually died. In reality, no company would do this. Instead, these short-term models are nested within a long-term view of customer management, and it is long-term customer management that the proposed model addresses. The model assumes that a company has identified a set of customer types across which it needs balance in order to remain viable in the long-term (e.g., a company might wish to maintain a supply of "entry-level customers" in order to eventually replenish its collection of more profitable "loyal customers"). Though the model is applicable in any industry, we illustrate it for automobiles. Results reveal the strengths with which each marketing intervention causes General Motors to attract each of their desired customer types. The model is extended to also reveal differences in the ways that marketing interventions by Ford, Toyota, and Honda change the strengths with which those automakers attract customers.

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“…The Arellano-Bond GMM also helps control for endogeneity and reverse causality (as detailed in section 5.2.2.) through the use of IVs created by lagging endogenous variables (Kirca et al, 2020;Xiong & Bharadwaj, 2013). Further, the Arellano-Bond GMM method computes valid asymptotic errors unlike other IV-based approaches like a control function (Rossi, 2014).…”

Section: Model Overviewmentioning

confidence: 99%

What if your owners also own other firms in your industry? The relationship between institutional common ownership, marketing, and firm performance

Healey

Mintz

2021

International Journal of Research in Marketing

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The growth in institutional holdings of public firms has led to increased interest in the concept of common ownership, in which the same investor owns stakes in multiple firms within the same industry. Economic theory suggests that common ownership could affect firm performance, but little empirical research has examined the nature of this effect or how a firm's extant marketing potentially relates to this effect. This paper addresses this gap by proposing a relationship between common ownership and firm performance that is moderated by the firm's extant marketing capabilities and its relative marketing strategic emphasis. Our empirical approach employs data from over 43 million institutional holdings to develop a measure of common ownership and accounts for empirical issues like endogeneity and unobserved heterogeneity. The results document a positive relationship between common ownership and firm performance and provide some evidence that this effect is stronger for firms with lower marketing capabilities and a relative strategic emphasis towards R&D spending. These results suggest that public policymakers should consider the firms' extant strategic marketing when assessing regulations on common ownership.

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The interactive effects of product and brand portfolio strategies on brand performance: Longitudinal evidence from the U.S. automotive industry

Cited by 24 publications

References 64 publications

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

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

A customer portfolio management model that relates company’s marketing to its long-term survival

What if your owners also own other firms in your industry? The relationship between institutional common ownership, marketing, and firm performance

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