Impact of Corporate Advertising on Consumers’ Attitudes toward Products

Abstract

Corporate advertising—advertising designed to build and maintain corporate image rather than to promote sales—is becoming increasingly important for many companies. In addition to the questions regarding whether, and, if so, how corporate advertising contributes to the goal of building and maintaining corporate image, one could also ask if it influences other areas of a company. In this study, corporate advertising was assumed to affect consumer attitudes toward company products, even if the advertising promoted the company in general terms but did not feature any products. The results of an online survey involving 408 participants indicate that corporate advertising has a marked effect on consumer attitudes toward company products, and that this effect could be influenced by product involvement.