{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,28]],"date-time":"2026-04-28T13:06:49Z","timestamp":1777381609543,"version":"3.51.4"},"reference-count":79,"publisher":"MDPI AG","issue":"6","license":[{"start":{"date-parts":[[2020,6,22]],"date-time":"2020-06-22T00:00:00Z","timestamp":1592784000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JRFM"],"abstract":"<jats:p>The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range.<\/jats:p>","DOI":"10.3390\/jrfm13060133","type":"journal-article","created":{"date-parts":[[2020,6,23]],"date-time":"2020-06-23T04:51:16Z","timestamp":1592887876000},"page":"133","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":10,"title":["The Impact of Brand Relationships on Corporate Brand Identity and Reputation\u2014An Integrative Model"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2026-7365","authenticated-orcid":false,"given":"Teresa","family":"Barros","sequence":"first","affiliation":[{"name":"CIICESI-ESTG, Polit\u00e9cnico do Porto, 4610-156 Felgueiras, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2967-2583","authenticated-orcid":false,"given":"Paula","family":"Rodrigues","sequence":"additional","affiliation":[{"name":"Faculty of Economics and Management, Universidade Lus\u00edada Norte, 4369-006 Porto, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4156-7922","authenticated-orcid":false,"given":"Nelson","family":"Duarte","sequence":"additional","affiliation":[{"name":"CIICESI-ESTG, Polit\u00e9cnico do Porto, 4610-156 Felgueiras, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4267-9600","authenticated-orcid":false,"given":"Xue-Feng","family":"Shao","sequence":"additional","affiliation":[{"name":"Business School, University of Sydney, Sydney 2006, Australia"}]},{"given":"F. V.","family":"Martins","sequence":"additional","affiliation":[{"name":"Faculty of Economics, University of Porto, 4099-002 Porto, Portugal"}]},{"given":"H.","family":"Barandas-Karl","sequence":"additional","affiliation":[{"name":"Faculty of Economics, University of Porto, 4099-002 Porto, Portugal"}]},{"given":"Xiao-Guang","family":"Yue","sequence":"additional","affiliation":[{"name":"CIICESI-ESTG, Polit\u00e9cnico do Porto, 4610-156 Felgueiras, Portugal"},{"name":"Department of Computer Science and Engineering, School of Sciences, European University Cyprus, Nicosia 1516, Cyprus"},{"name":"Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand"},{"name":"School of Domestic and International Business, Banking and Finance, Romanian-American University, 012101 Bucharest, Romania"}]}],"member":"1968","published-online":{"date-parts":[[2020,6,22]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"6","DOI":"10.1177\/000812560404600301","article-title":"Leveraging the Corporate Brand","volume":"46","author":"Aaker","year":"2004","journal-title":"California Management Review"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"87","DOI":"10.1086\/383426","article-title":"The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior","volume":"31","author":"Aggarwal","year":"2004","journal-title":"Journal of Consumer Research"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"953","DOI":"10.5267\/j.msl.2019.11.016","article-title":"Examining Antecedents and Consequences of University Brand Image","volume":"10","author":"Alkhawaldeh","year":"2020","journal-title":"Management Science Letters"},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"368","DOI":"10.1057\/palgrave.crr.1540005","article-title":"Reputation and the Corporate Brand","volume":"7","author":"Argenti","year":"2004","journal-title":"Corporate Reputation Review"},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"421","DOI":"10.2307\/2393203","article-title":"Assessing Construct Validity in Organizational Research","volume":"36","author":"Bagozzi","year":"1991","journal-title":"Administrative Science Quarterly"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"11","DOI":"10.1057\/palgrave.crr.1540129","article-title":"From the Pentagon: A new identity framework","volume":"4","author":"Balmer","year":"2001","journal-title":"Corporate Reputation Review"},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"972","DOI":"10.1108\/03090560310477627","article-title":"Corporate Brands: What Are They? 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