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The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image

Küpers, Marion LU and Faulseit, Pia (2012) BUSN29 20121
Department of Business Administration
Abstract
This study investigates the effect of corporate endorsement on consumers’ product brand evaluations by taking into consideration varying levels of corporate brand and product brand image as well as product brand familiarity; thereby providing more detailed and nuanced insights for which product brands corporate endorsement is beneficial, neutral or even detrimental.
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author
Küpers, Marion LU and Faulseit, Pia
supervisor
organization
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Architecture, Endorsed Branding Strategy, Product Brand Evaluation, Corporate Association Transfer, Image Spill-over
language
English
id
2798514
date added to LUP
2012-06-21 14:40:33
date last changed
2012-06-21 14:40:33
@misc{2798514,
  abstract     = {This study investigates the effect of corporate endorsement on consumers’ product brand evaluations by taking into consideration varying levels of corporate brand and product brand image as well as product brand familiarity; thereby providing more detailed and nuanced insights for which product brands corporate endorsement is beneficial, neutral or even detrimental.},
  author       = {Küpers, Marion and Faulseit, Pia},
  keyword      = {Brand Architecture,Endorsed Branding Strategy,Product Brand Evaluation,Corporate Association Transfer,Image Spill-over},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image},
  year         = {2012},
}