Article2020

A Model of Brand Architecture Choice: A House of Brands vs. A Branded House

19 citations0/0 files storedMarketing Science

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

This research investigates a multiproduct firm’s decision of whether to use the same brand or different brands in different product markets, and in particular how this decision depends on the relatedness between the product markets.

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References

1981The Role of Market Forces in Assuring Contractual Performance 1990Consumer Evaluations of Brand Extensions 1982Reputation and imperfect information 1983Premiums for High Quality Products as Returns to Reputations 1982Predation, reputation, and entry deterrence 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1991A Process-Tracing Study of Brand Extension Evaluation 1988Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond

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2023Impact of online information on the pricing and profits of firms with different levels of brand reputation

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