Does endorsing product brands by corporate branding pay off? A multi-country study
Corporate branding is recently gaining in importance in the FMCG sector. A growing number of firms use their internationally standardized corporate brands as an endorsement to their local, regional and international product brands. Nevertheless, little attention has been given to cross-national effects. Further, the reciprocity between corporate and product brand has not been considered so far. Analyzing both, a crosssectional consumer sample from Germany, France, Romania, Russia, and the USA and a longitudinal consumer sample from Germany and Romania, my results emphasize that corporate and product brand are cross-nationally interrelated, but their impact on consumers’ product response varies considerably between countries. Marketers should be aware of this fact if managing an international visible corporate brand.
KeywordsTotal Effect Product Category Reciprocal Relationship Standardize Coefficient Brand Image
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