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The influence of a company’s branding strategy.

Weustink, S.R. (2012) The influence of a company’s branding strategy.

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Abstract:Companies can choose a branding strategy when communicating with customers. They can choose for a monolithic, endorsed, subbrand (master brand as driver or co-driver) or a branded house strategy. For companies it is an important managerial question which branding strategy could best be used and under what conditions. This study investigated the influence of a company’s branding strategy on the effects of corporate associations (corporate ability (CA)/ corporate social responsibility (CSR)) or individual brand associations (individual brand ability (IBA)/ individual brand social responsibility (IBSR)) and on the (moderating) effects of fit, involvement and self-image congruence. In an online survey, participants were randomly assigned to one of the following five advertisements where: the corporate brand was dominantly visible (high CBD, monolithic), the corporate brand was not dominantly visible (low CBD, endorsed), the individual brand was dominantly visible (high IBD, master brand as driver), the individual brand was not dominantly visible (low IBD, co-driver) or the corporate brand and the individual brand were both not visible (No CBD & IBD, branded house). Results show that a company’s branding strategy does only have an influence on the moderating effect of fit (the similarity between the associations evoked by the brand and the associations evoked by the product) on the effects of corporate ability (CA) or individual brand ability (IBA) associations on product attitude. The (moderating) effects of the perceived involvement with a product and the match between the product user image and the consumer’s self concept (self-image congruence), do not depend on a company’s branding strategy. This study offers implications for managerial choices for the use of the different types of branding strategies during product communications. Results show which branding strategy could best be used when a company wants to leverage on corporate, individual brand or product brand associations. Last, this study presents limitations and suggestions for further research.
Item Type:Essay (Master)
Clients:
L’Oréal, Hoofddorp, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62206
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