The Influence of Corporate Messages on the Product Portfolio
研究了企业信息如何影响消费者对公司产品组合中其他产品的判断，发现企业信息比产品信息更能传递到其他产品，但产品信息对自身产品影响更大；企业能力信息比社会责任信息传递更强；竞争产品信息会削弱企业信息的诊断性，但仅限同品类产品。
The authors examine factors that change the influence of corporate messages for forming judgments about products in the company's portfolio (i.e., transfer). Corporate messages transferred more than a product message onto other products in the company's portfolio. However, a product message had more influence than corporate messages for that product. Moreover, a corporate ability (quality) message transferred more to the portfolio than did a corporate social responsibility message. Finally, a competitive product message that preceded a company product message and was positioned similarly to a company product lessened corporate message diagnosticity, reducing transfer. However, this occurred only for a product in the same category but not for a product in a different one. The authors discuss the implications of these findings for corporate brand and product brand managers and suggest directions for further research.