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Corporate brand effects in brand alliances

机译：品牌联盟中的企业品牌效应

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Published literature demonstrates that when a single well-known reputable brand is allied with a previously unknown focal brand, perceived quality evaluations of the latter will be more positive. Whether or not the corporate brand improves consumer evaluations of a cobranded product is a topic of interest to marketers. This is true because marketing managers must make decisions regarding investments in building both their corporate and product brands. The authors propose and empirically verify that the corporate brand's role as a parent of its product brands helps determine the extent of the corporate brand's influence on the consumer's evaluation of the focal brand in a brand alliance. Specifically, the corporate brand will be more diagnostic for customer evaluations of a cobranded product when its brand portfolio is more consistent in terms of the customer's attitude toward the brands that comprise the portfolio. (C) 2016 Elsevier Inc. All rights reserved.
机译：已发表的文献表明，如果将一个知名的知名品牌与一个以前未知的焦点品牌联系在一起，则对后者的感知质量评估将更加积极。企业品牌是否能改善消费者对联合品牌产品的评价是营销人员感兴趣的话题。这是事实，因为营销经理必须就建立企业和产品品牌的投资做出决策。作者提出并凭经验证明，企业品牌作为其产品品牌的母体的角色有助于确定企业品牌对品牌联盟中消费者对重点品牌的评估的影响程度。具体来说，当客户对组成品牌的品牌的态度更一致时，公司品牌将对联合品牌产品的客户评估更具诊断性。 （C）2016 Elsevier Inc.保留所有权利。

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