Blank endorsement: The added value of unknown corporate brands

Abstract

Managers of international product brands must decide whether or not to support their brands with corporate endorsement. Previous research distinguishes between two major types of endorsement strategies: quality endorsement and corporate social responsibility endorsement. We introduce a third type of endorsement strategy – blank endorsement and suggest that, in specific cultures or consumer segments, the mere presence of a corporate endorser may improve product brand attitudes even when the consumer is unfamiliar with the endorser company. We test and support this prediction in two studies involving consumers from three European countries, the United States, Australia and Russia. The findings suggest that, in countries and segments characterized by vertical collectivism, product brands should be endorsed by corporate brands even when consumers have no or only superficial knowledge of the corporation.