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The Company and the Product: The Relevance of Corporate Associations

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One of the most notable pieces of research in the recent wave of analyses has been Tom Brown and Peter Dacin's work, published last year in the Journal of Marketing: ‘The Company and the Product: Corporate Associations and Consumer Product Responses.’ Brown has since followed up this paper with a further article in this journal. The essence of Brown and Dacin's work has been to look at the relationship between what a consumer knows about a company — what they refer to as corporate associations — and their perceptions of the company's products. Brown and Dacin divided corporate associations into two broad categories: corporate ability associations — the company's capability to produce products — and corporate social responsibility associations — the company's perceived social responsibility. Some of Brown and Dacin' findings are surprising and raise two interesting questions. First, are there credible explanations for their discoveries? Secondly, does practical experience and other research tend to support or undermine them?Corporate Reputation Review (1998) 2, 88–92; doi:10.1057/palgrave.crr.1540069

Document Type: Research Article


Publication date: 1998-01-01

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