MANAGING THE BRAND IN A CORPORATE ADVERTISING ENVIRONMENT - A DECISION-MAKING FRAMEWORK FOR BRAND MANAGERS

Corporate advertising has become a significant business activity. That fact is important for brand managers because consumers' knowledge for med from corporate advertising may influence the way they think about brands the company markets. Brand managers must understand hour such p otential influence may occur and manage it to their advantage. The aut hors explore four key questions brand managers should consider in that context. In presenting answers, they integrate several literatures an d propose a conceptual framework with a set of research propositions. Finally, they describe general directions for future research.