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首页> 外文会议>Summer AMA Conference >Corporate Branding and Spillover Effects: The Role of Product Brands in Brand Equity Leverage and Dilution
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Corporate Branding and Spillover Effects: The Role of Product Brands in Brand Equity Leverage and Dilution

机译：企业品牌和溢出效应：产品品牌在品牌股权的作用杠杆和稀释

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摘要

Brand equity has been receiving utmost attention in acade-mia and practice over the past decades and continues to be of significant interest. Brands have been identified as one of the most valuable assets and firms try to leverage brands in increasingly complex brand portfolios. A large body of literature exists on spillover effects with regard to brand extensions. However, little is known about how corporate branding within product brand communication impacts corporate brand equity. Therefore, this study examines to what extent product brand attitudes spill over to corporate brands. Furthermore, it investigates how corporate branding affects corporate brand attitude. Finally, the role of product brand familiarity, corporate brand familiarity and involvement in brand leverage and dilution is assessed.
机译：品牌股权在过去几十年中，在宏观 - 米娅和实践中得到了极大的关注，并继续具有重要兴趣。品牌已被确定为最有价值的资产之一，并在越来越复杂的品牌投资组合中享受品牌。关于品牌延伸的溢出效应存在大量的文学。但是，关于企业品牌在产品品牌沟通中如何影响企业品牌股权的知识。因此，本研究审查了产品品牌态度在多大程度上泄漏到公司品牌。此外，它调查了企业品牌如何影响企业品牌态度。最后，产品品牌熟悉的作用，企业品牌熟悉和参与品牌杠杆和稀释的作用。

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