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Cited by 4,197Consumer Behavior in Brand Consumption and IdentificationCorporate Identity and ReputationMarketing and Advertising Strategies

The DOI matches its Crossref record.

The Company and the Product: Corporate Associations and Consumer Product Responses

Brown, Tom J., Dacin, Peter A.·1997·Journal of Marketing
DOI 10.2307/1252190
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Abstract

Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility (CSR) associations. The results of three studies, including one that measures respondents’ CA and CSR associations for well-known companies and one that uses consumers recruited in a shopping mall, demonstrate that (1) what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company, (2) CA and CSR associations may have different effects on consumer responses to products, and (3) products of companies with negative associations are not always destined to receive negative responses. The authors conclude by discussing the implications of these findings for marketing managers and further research.

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Crossref · 10.1177/002224299706100106

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Metadata

Authors
Brown, T. J., & Dacin, P. A.
Affiliations
  • Southern Methodist University (US)
  • Texas A&M University (US)
ORCID
Brown, Tom J.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
1997-01
Volume
61
Issue
1
Pages
68-84
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.2307/1252190
OpenAlex
W2329745760
Cited by
4,197
References
0
Citations by year
2026: 99 · 2025: 124 · 2024: 131 · 2023: 192 · 2022: 197 · 2021: 184 · 2020: 259 · 2019: 223 · 2018: 258 · 2017: 246 · 2016: 282 · 2015: 254 · 2014: 264 · 2013: 245 · 2012: 233
FWCI
50.29
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing (publishedVersion)
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, corporate ability, corporate social responsibility, brand knowledge, consumer perception

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