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Journal of Management and Business Research, 2003
20（ 6 ）：1175-1199
DOI： 10.6504/JOM.2003.20.06.05 |
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| The Effects of Corporate Brands as Endorsers in Corporate Umbrella Branding Strategy |
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| The purpose of this study is to investigate the endorsement effects of corporate umbrella branding strategy, to compare this branding strategy with corporate branding and product branding strategies, as well as to examine the moderating effects of corporate image on the new extended products. A 3 (branding strategies) x2 (endorsement: strong and weak) × 2 (corporate image: strong and weak) incomplete experimental design collects data from 499 college students through color printed advertisements. The results show that corporate umbrella branding strategy creates a more reliable perception toward the new extended product than product-branding strategy does. Meantime, a new product with corporate umbrella branding strategy has higher market acceptability than under corporate branding strategy. Corporate umbrella branding is a relatively better strategy suggested to marketers who intend to endorse a new product, which is not similar to the original products. |
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| Corporate Umbrella Branding Strategy, Endorsement Effect, Corporate Image |
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