Portfolio Advertising As an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture

In recent years, the importance of the corporate brand has significantly grown and companies increasingly seek to strengthen their corporate brand. The corporate brand image can be strengthened through portfolio advertising as a technique of impression management. This mechanism works only if important variables are considered, such as the fit between product brands, the number of product brands as well as the processing depth of the consumers. Based on three experiments, the benefits of portfolio advertising for the corporate brand and its product brands are shown and practical implications are discussed.


Franz-Rudolf Esch and Christian Boris Brunner (2011) ,"Portfolio Advertising As an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 543.


Franz-Rudolf Esch, Justus-Liebig-University of Giessen, Germany
Christian Boris Brunner, Justus-Liebig-University of Giessen, Germany


E - European Advances in Consumer Research Volume 9 | 2011

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