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EMAC 2019 Annual Conference

Interplay of Global Corporate and Product Brands: Analysing their Importance for Consumers Across Nations

Published: May 28, 2019


Magdalena Klar, Trier University; Bernhard Swoboda, Trier University


Corporate Brand Management; Cross National Research; Multilevel Modelling


A growing number of multinational corporations use their internationally standardized corporate brands as an endorsement to their product brands. Nevertheless, research on those image transfers across nations is rare. To shed light on this issue the authors apply schema theory to conceptualize the effects of corporate image and product brand image on consumer product loyalty. The authors refer to hierarchical data on 8,509 consumer evaluations of a German multinational corporation using an endorsed strategy worldwide across 35 countries. Results of multilevel structural equation modelling show a partial mediation of corporate image on product loyalty by affecting product brand image. Hence, across nations, multinational corporations can rely on a strong indirect effect of corporate image on product loyalty and on a direct, however weaker one. This observation contributes to our knowledge on global endorser strategies of corporate and product brand in research and practice.