The Influence of Corporate Messages on The Product Portfolio  

Oleh:

Biehal, Gabriel J. ; Sheinin, Daniel A.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 2 (Apr. 2007), page 12-25.
Topik: CORPORATE; corporate messages; product portfolio

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The authors examine factors that change the influence of corporate messages for forming judgements about products in the company's portfolio (i. e. transfer). Corporate messages transferred more than a product message onto other products in the company's portfolio. However, a product message had more influence than corporate messages for that product. Moreover, a corporate ability (quality) message transferred more to the portfolio than did a corporate social responsibility message. Finally, a competitive product message that preceded a company product message and was positioned similarly to a company product lessened corproate message diagnosticity, reducing transfer. However, this occured only for a product in the same category but not for a product in a different one. The authors discuss the implications of these findings for corporate brand and product brand managers and suggest directions for future research.

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