Final remarks and directions for future research

Abstract

Does standardization of corporate branding across countries work? Does endorsing product brands by corporate branding pay off? Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. In other words, it is essential to know from a managerial perspective if the increasingly popular endorsement strategy adds value to a company’s products and if so, how consumers’ evaluation of the corporate brand adds value. On the one hand, this knowledge is necessary to better position the company and its products compared to the competition. On the other hand, corporate governance regulations entail a thorough market research on the impact of corporate branding to justify those investments.