Next Article in Journal
What Drives Derivatives: An Indian Perspective
Previous Article in Journal
Marketability Discount in Various Economic Environments. Comparison of Developed and Emerging Markets on the Example of the USA and Poland
Previous Article in Special Issue
CEO Diversity, Political Influences, and CEO Turnover in Unstable Environments: The Romanian Case
Open AccessArticle

The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model

1
CIICESI-ESTG, Politécnico do Porto, 4610-156 Felgueiras, Portugal
2
Faculty of Economics and Management, Universidade Lusíada Norte, 4369-006 Porto, Portugal
3
Business School, University of Sydney, Sydney 2006, Australia
4
Faculty of Economics, University of Porto, 4099-002 Porto, Portugal
5
Department of Computer Science and Engineering, School of Sciences, European University Cyprus, Nicosia 1516, Cyprus
6
Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand
7
School of Domestic and International Business, Banking and Finance, Romanian-American University, 012101 Bucharest, Romania
*
Author to whom correspondence should be addressed.
J. Risk Financial Manag. 2020, 13(6), 133; https://doi.org/10.3390/jrfm13060133
Received: 9 May 2020 / Revised: 14 June 2020 / Accepted: 15 June 2020 / Published: 22 June 2020
(This article belongs to the Special Issue Corporate Finance)
The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range. View Full-Text
Keywords: brand interrelationships; corporate identity; brand reputation; higher education; students’ perceptions brand interrelationships; corporate identity; brand reputation; higher education; students’ perceptions
Show Figures

Figure 1

MDPI and ACS Style

Barros, T.; Rodrigues, P.; Duarte, N.; Shao, X.-F.; Martins, F.V.; Barandas-Karl, H.; Yue, X.-G. The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model. J. Risk Financial Manag. 2020, 13, 133.

Show more citation formats Show less citations formats
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop