The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image
(2012) BUSN29 20121Department 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.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2798514
- author
- Küpers, Marion LU and Faulseit, Pia
- supervisor
- organization
- course
- BUSN29 20121
- year
- 2012
- 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}}, 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}}, }