Unveiling the corporate brand : the role of portfolio composition
Purpose: This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach: A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings: The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications: The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications: The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value: The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.
Year of publication: |
2020
|
---|---|
Authors: | Gabrielli, Veronica ; Baghi, Ilaria |
Published in: |
Journal of Consumer Marketing. - Emerald, ISSN 0736-3761, ZDB-ID 2032361-X. - Vol. 37.2020, 3 (03.02.), p. 279-290
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Baghi, Ilaria, (2019)
-
Brand prominence in cause-related marketing : luxury versus non-luxury
Baghi, Ilaria, (2018)
-
Consumatori e imprese irresponsabili : un approccio culturale
Baghi, Ilaria, (2018)
- More ...