Measuring the Impact of the Corporate Brand on Product Brand Evaluation Using CBC-HB


Type Habilitation Project

Duration March 1, 2004 - Jan. 1, 2005

  • Advertising and Market Research AE (Former organization)

Tags

Press 'enter' for creating the tag
  • Strebinger, Andreas (Former researcher) Project Head
 

Abstract (German)

Many brand manufacturers are currently streamlining their brand portfolio. One way of doing this is switching from a pure “house of brands” strategy (Aaker and Joachimsthaler 2000), where the individual brands operate with no connection visible to the customer to a strategy of “mixed” or “endorsed brands”, in which a corporate or house brand is shown on the product in addition to the product or range brand. Drawing on Park et al. (1991) and Kirmani et al. (1999), Strebinger (in press-b) proposes a framework in which the favourability of an endorsement by the corporate brand is hypothesized to depend on the strategic brand concepts of the brands involved: Brand concepts that emphasize functional or relational benefits should profit from such an endorsement, whereas experiential brand concepts (promising a special consumption experience) and symbolic brand concepts (appealing to lifestyle and self-image) are believed to favour isolated product brands or target-group specific brands, respectively.

A 3 (branding strategy: product brand only vs. product brand plus corporate brand vs. product brand plus corporate brand after exposure to a representative sample of all of the company´s brands) x 2 (brand status: premium brand vs. value brand) experiment with branding strategy as a between-subjects factor and brand status as a within-subjects factor will be carried out in four selected product categories of a large multinational company. Brand evaluation will be measured through choice-based conjoint analysis using 4 brands (premium and value brand of the multinational company, most important competitor, low-priced store brand) x 3 price levels and analysed using HB. Interacting with the experimental factors “branding strategy” and “brand status”, measures of strategic brand concept, perceived similarity of the products, and consumer characteristics (demographics, buying motives) will serve as the predictors of the brand parameters.


Abstract (English)

Many brand manufacturers are currently streamlining their brand portfolio. One way of doing this is switching from a pure “house of brands” strategy (Aaker and Joachimsthaler 2000), where the individual brands operate with no connection visible to the customer to a strategy of “mixed” or “endorsed brands”, in which a corporate or house brand is shown on the product in addition to the product or range brand. Drawing on Park et al. (1991) and Kirmani et al. (1999), Strebinger (in press-b) proposes a framework in which the favourability of an endorsement by the corporate brand is hypothesized to depend on the strategic brand concepts of the brands involved: Brand concepts that emphasize functional or relational benefits should profit from such an endorsement, whereas experiential brand concepts (promising a special consumption experience) and symbolic brand concepts (appealing to lifestyle and self-image) are believed to favour isolated product brands or target-group specific brands, respectively.

A 3 (branding strategy: product brand only vs. product brand plus corporate brand vs. product brand plus corporate brand after exposure to a representative sample of all of the company´s brands) x 2 (brand status: premium brand vs. value brand) experiment with branding strategy as a between-subjects factor and brand status as a within-subjects factor will be carried out in four selected product categories of a large multinational company. Brand evaluation will be measured through choice-based conjoint analysis using 4 brands (premium and value brand of the multinational company, most important competitor, low-priced store brand) x 3 price levels and analysed using HB. Interacting with the experimental factors “branding strategy” and “brand status”, measures of strategic brand concept, perceived similarity of the products, and consumer characteristics (demographics, buying motives) will serve as the predictors of the brand parameters.

Publications

Classification

  • 5307 Business and management economics (Details)

Expertise

  • brand architecture
  • corporate branding
  • brand consolidation
  • fast-moving consumer goods