Corporate and Product Message Effects on a Product Portfolio

Daniel Sheinin, University of Rhode Island, USA
Gabriel Biehal, University of Maryland, USA
Based on a diagnosticity framework, we examine how corporate messages differentially transfer to consumers’ judgments of multiple products in a company’s portfolio compared with a product message. We find corporate messages influence the product portfolio, although the nature of their influence depends on message content. Corporate ability messages had stronger effects on product beliefs than corporate social responsibility messages. Both types of corporate messages had a greater influence on unknown products in the portfolio than known products, and product messages only influenced that product not other unknown products in the portfolio.
[ to cite ]:
Daniel Sheinin and Gabriel Biehal (2007) ,"Corporate and Product Message Effects on a Product Portfolio", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 509.