To read this content please select one of the options below:

Corporate brands as brand allies

Mayoor Mohan (Department of Marketing, Virginia Commonwealth University, Richmond, Virginia, USA)
Kevin E. Voss (Oklahoma State University, Stillwater, Oklahoma, USA)
Fernando R. Jiménez (Department of Marketing and Management, The University of Texas at El Paso, El Paso, Texas, USA)
Bashar S. Gammoh (University of Toledo, Toledo, Ohio, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 12 February 2018

2049

Abstract

Purpose

The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands.

Design/methodology/approach

Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model.

Findings

Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK).

Research limitations/implications

Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance.

Practical implications

Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK.

Originality/value

This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.

Keywords

Citation

Mohan, M., Voss, K.E., Jiménez, F.R. and Gammoh, B.S. (2018), "Corporate brands as brand allies", Journal of Product & Brand Management, Vol. 27 No. 1, pp. 41-56. https://doi.org/10.1108/JPBM-01-2016-1080

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles