Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value

Volume: 28, Issue: 6, Pages: 671 - 684
Published: Aug 21, 2021
Abstract
Corporate brands convey unique information to consumers and promote their intention to use product brands, as it is possible for product brands to express the characteristics and mission of corporate brands. In this way, they exert a synergistic effect when corporate and product brand images overlap. This study hypothesises that matching these two brand images increases purchase intention in the automobile industry. Propensity score matching was...
Paper Details
Title
Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value
Published Date
Aug 21, 2021
Volume
28
Issue
6
Pages
671 - 684
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