Exploring corporate and product-level associations in the motorcycle industry

Purpose This study aims to clarify the relationship between brand-attribute associations and brand loyalty in the context of Japanese motorcycle manufacturers and their products. By distinguishing manufacturer- and product-related associations, it investigates how different levels of brand associations shape consumer loyalty. Design/methodology/approach A three-step mixed-method design was employed: (1) free recall elicitation of associations from motorcyclists living in Japan; (2) exploratory and confirmatory factor analyses to identify the structure of brand attributes and perceived quality; and (3) structural equation modeling to test relationships among manufacturer- and product-level associations, perceived quality and loyalty. Findings Manufacturer-related associations directly influence brand loyalty, while product-related associations affect loyalty indirectly through perceived quality. The results highlight a dual-route mechanism through which corporate image and product-related attributes influence brand loyalty among motorcyclists. Practical implications For conglomerates, enhancing both manufacturer reputation and product credibility – and aligning communication across corporate and product levels – can foster consistent brand meaning and sustain long-term loyalty. Originality/value This study contributes by differentiating brand associations at corporate and product levels and clarifying their distinct pathways to loyalty. It further advances brand research by revealing a dual-route mechanism through which different types of associations influence consumer responses, while incorporating the role of brand association accessibility. Employing a three-step mixed-method design offers new insights into how corporate image and product associations jointly contribute to consumer loyalty.