The Clash of Personalities: the Role of the Corporate Brand in Product Brand Portfolios

Joseph Goodman, University of Texas
Susan Broniarczyk, University of Texas
In this paper we investigate the impact a corporate brand association has on a product brand portfolio and compare this association to other attribute associations. We investigate this from a consumer brand learning perspective and propose a structural view of brand knowledge in which consumers use structural mapping to map relationally similar brands. In multiple studies, we find that portfolios benefit from the corporate brand’s presence under incidental learning but not under intentional learning. Further, we find thatportfolios highlighting the relational similarity among its product brands will benefit the most from a corporate brand’s presence.
[ to cite ]:
Joseph Goodman and Susan Broniarczyk (2006) ,"The Clash of Personalities: the Role of the Corporate Brand in Product Brand Portfolios", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 63-67.