Evaluations of specific corporate attribute CA and CSR

1. Marketing
• The inconsistent results in the literature leave marketing
• managers with the intuitive implication that a good image
is
• probably better than a bad image, but with little else to
guide
• them as to how particular corporate positioning strategies
• might influence consumer product responses.

2. Analysis
• I believe
• that one of the reasons for the inconsistency of prior
results
• is that not all corporate associations are alike. Two
companies
• may have the same overall degree of favorability for
• consumers, yet each company might experience different
• influences of corporate associations on consumer product
• responses.

3. next• I believe that to understand these different
• effects it is important to distinguish between two types of
• associations-CA associations and CSR associations.
The factor analysis with
• varimax rotation resulted in two factors. Consistent with
• our expectations, measures of CA associations loaded high
• on the first factor and low on the second factor, and measures
• of CSR associations loaded high on the second factor
• and low on the first factor. We maintained the orthogonality
• of these scores and used the scores associated with the estimates for
the overall model The standardized path coefficients also suggest
• that CA associations are more influential at the brand level
• than are CSR associations, at least in this simplified model.