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The Differential Influence of Corporate and Product Brands on Consumer Vehicle Purchasing Decisions

Year: 2025

Type: article

Abstract: This study examines the distinct roles of corporate and product brands in consumer decision-making, particularly in the automotive industry. While prior research has explored branding effects in isolation, this paper synthesizes fragmented literature to highlight gaps in understanding their interplay. We propose a model to quantify their differential impacts, offering insights for marketers and future research.

Source: Academic Journal of Business & Management

DOI: 10.25236/ajbm.2025.070512

Author: <p>Ling Sun, Jiaxin Yang</p>

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

Funders: People's Government of Jilin Province, Education Department of Jilin Province

OpenAlex ID: W4411917739

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