It’s not a Ford, it’s a Mustang

How would you rate a Ford?  Do you place it among some of the coolest cars in the world?  Probably not, but a Mustang is different.  What this represents is that a product can have two reputations.  There’s the manufacturer (Ford) and the product (Mustang).  Our (my colleague Mooweon Rhee and I) studied this scenario and found that people can perceive the manufacturer one way but then they perceive the product in a different light.  What this shows is that firms which may not have the best reputation can benefit by focusing more on building the reputation of the product instead of the reputation of the firm.  You can read the article here: MIP-11-2017-0309

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