Author(s)

Ling Sun, Hongli Ma, Yirun Wang

Corresponding Author

Ling Sun

Abstract

Corporate branding has evolved considerably over recent decades. A major assumption throughout its history is that corporate brands are able to imbue value to their associated product brands. Surprisingly, little attention has gone into testing such an assumption. The purpose of the current paper is to test the link between corporate brand attitudes and product brand attitudes based on the consumer database. The Chinese automobile industry is chosen as the context. The results demonstrate a link between corporate brand associations and each of the car product brands, fulfilling the purpose of the paper.

Keywords

Corporate brand architecture; China branding; product brands; corporate brands; joint venture brands