The Influence Of Corporate Association And Flagship Product Message On The Consumer's Evaluation Of Non-Flagship Product

More companies have adopted branded-house strategy, namely using the corporate name as parent brand name for all categories in its product portfolio. But not all the products have same association with parent brand. In the product portfolio, the one that consumers closely associate with parent brand name, is called flagship product, and other not ,is called non-flagship product. Most in portfolio product are non-flagship products, which are important. But there's few research..When consumer evaluates non-flagship product, there are multiple information sources. Among them, corporate association and flagship product message may make great influence on the evaluation, in this research we assumed all the messages can be recalled. Though in high accessibility perspective, few research show conclusion of the relationship.This research takes non-flagship product as the main object to study the influence of corporate association and flagship product message on the evaluation of the non-product in the high accessibility perspective. By using the psychology experimental method and empirical analysis, we get several findings: in the high accessibility perspective (1)In the domain of non-flagship product, CA message is likely to be rated as more diagnostic than CSR message.(2) In the domain of flagship product, CSR message is likely to be rated as more diagnostic than CA message.(3) Flagship product message are significantly diagnostic for forming non flagship product evaluation (4) Non-flagship product message are not significantly diagnostic for forming flagship product evaluation...