The company and the product: Corporate associations and consumer product responses
The company and the product: Corporate associations and consumer product responses
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DOI：
10.2307/1252190
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发表时间：
1997-01-01
影响因子：
12.9
通讯作者：
Dacin, PA
中科院分区：
文献类型：
--
作者：
Brown, TJ;Dacin, PA
虽然品牌理论家认为，一个人对公司的了解（即公司联系）会影响对公司产品的看法，但对这些影响的系统研究很少。作者考察了两种一般类型的企业关联对产品反应的影响：一种关注公司生产产品的能力，即企业能力（CA）关联；另一种关注公司感知的社会责任，即企业社会责任（CSR）关联。三个研究的结果表明：(1)消费者对公司的了解会影响他们对该公司生产的新产品的信念和态度；(2)CA和CSR协会可能会对消费者对产品的反应产生不同的影响。(3)具有负面关联的公司的产品并不总是注定会受到负面反应。作者最后讨论了这些发现对营销经理和进一步研究的影响。
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.