Working Papers

Managing the Corporate Brand: The Effects of Corporate Marketing on Consumer Evaluations of Brand Extensions

Kevin Lane Keller and David A. Aaker

Jan 1, 1997

Examines several different types of corporate marketing activities (i.e., offering information that characterizes a firm as innovative, environmentally concerned, or community involved) that may influence corporate credibility and, thus, consumers’ evaluations of brand extensions introduced under the firm’s name.

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