Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance
Abstract
This study investigates the effect of corporate brand dominance—that is, the visibility of a company's corporate brand in product communications—on the relationship between corporate associations and product evaluations. The results show that corporate brand dominance determines the degree to which associations with the company's corporate ability and corporate social responsibility influence product attitudes, as well as the nature of the moderating effects of fit and involvement.
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Consumer perception of CSR was measured using three items adapted from Berens et al., Du et al., and Wagner et al.
“Consumer perception of CSR was measured using three items adapted from Berens et al. [46], Du et al. [25], and Wagner et al. [1].”
From Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation (2015) · cites this paper as Berens et al. [46]
Cites
Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Sen, S., & Bhattacharya, C. B. (2001) · Journal of Marketing Research · doi:10.1509/jmkr.38.2.225.18838 · Cited by 4,659 · see citing works
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Luo, X., & Bhattacharya, C. B. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.6.198 · Cited by 962 · see citing works
Hur, W.-M., Kim, H., & Woo, J. (2014) · Journal of Business Ethics · doi:10.1007/s10551-013-1910-0 · Cited by 538 · see citing works
Homburg, C., Stierl, M., & Bornemann, T. (2013) · Journal of Marketing · doi:10.1509/jm.12.0089 · Cited by 427 · see citing works
Crossley, R. M., Elmagrhi, M. H., & Ntim, C. G. (2021) · Business Strategy and the Environment · doi:10.1002/bse.2837 · Cited by 291 · see citing works
Kim, H., Hur, W.-M., & Yeo, J. (2015) · Sustainability · doi:10.3390/su7043683 · Cited by 166 · see citing works
“[46], Du et al.”
Reputation building: beyond our control? Inferences in consumers' ethical perception formation
Brunk, K. H. (2010) · Journal of Consumer Behaviour · doi:10.1002/cb.317 · Cited by 79 · see citing works
- Authors
- Berens, G., van Riel, C. B. M., & van Bruggen, G. H.
- Affiliations
- Erasmus University Rotterdam (NL)
- Department of Business-Society Management, Rotterdam School of Management, Erasmus University.
- Department of Marketing Management, Rotterdam School of Management, Erasmus University.
- ORCID
- Berens, Guido
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2005-07
- Volume
- 69
- Issue
- 3
- Pages
- 35-48
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2096296573
- Cited by
- 744
- References
- 1
- Citations by year
- 2026: 15 · 2025: 17 · 2024: 19 · 2023: 27 · 2022: 21 · 2021: 40 · 2020: 43 · 2019: 45 · 2018: 53 · 2017: 55 · 2016: 60 · 2015: 63 · 2014: 44 · 2013: 55 · 2012: 44
- FWCI
- 48.12
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- EUR Research Repository (Erasmus University Rotterdam) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Identity and Reputation
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- business associations, consumer product evaluation, corporate social responsibility, corporate ability, product communication, fit, consumer involvement, moderating effect
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