Academic Journal of Business & Management, 2025, 7(5); doi: 10.25236/AJBM.2025.070512.
Ling Sun, Jiaxin Yang
School of Business Management, Jilin University of Finance and Economics, Changchun, China
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.
Corporate Branding, Product Branding, Consumer Behavior, Brand Architecture, Purchase Decision
Ling Sun, Jiaxin Yang. The Differential Influence of Corporate and Product Brands on Consumer Vehicle Purchasing Decisions. Academic Journal of Business & Management (2025), Vol. 7, Issue 5: 91-96. https://doi.org/10.25236/AJBM.2025.070512.
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