MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02103nam a2200229 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20240404141739.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
240404b |||||||| |||| 00| 0 eng d |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
|---|
| International Standard Serial Number |
2333-6080 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Anthony Koschmann |
| 9 (RLIN) |
38815 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Evaluating the House of Brands Strategy Using Brand Equity and Intra-Firm Loyalty |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
USA |
| Name of publisher, distributor, etc |
American Research Institute for Policy Development |
| Date of publication, distribution, etc |
January 2023 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
94-104 |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
A common strategy of large firms is to own several brands in the same product category space (i.e., the „house of brands‟) to segment the market and leverage product capacity and distribution networks. However, a purely financial view of this strategy often overlooks whether these brands have truly segmented the market to find loyal consumer segments or the value of the brand relative to the competitive space. This research proposes evaluating the house of brands strategy through two measures: brand loyalty when competing against its sibling brands (intra-firm loyalty) and the brand‟s ability to generate value to consumers (brand equity). A framework using these two measures proposes four brand types (resonant, change of pace, niche, do-or-die). The framework is examined using large-scale household purchases of laundry detergent brands from two large firms. The results show that each firm has brands occupying varying positions in the framework, with a linkage between intra-firm loyalty and brand equity. Importantly, some brands are seemingly kept in the marketplace despite neither finding a loyal consumer segment nor generating brand equity. The research concludes with managerial implications in using the framework as a tool for evaluating the house of brands strategy. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand portfolio |
| 9 (RLIN) |
38816 |
|
|---|
| Topical term or geographic name as entry element |
House of brands |
| 9 (RLIN) |
38817 |
|
|---|
| Topical term or geographic name as entry element |
Intra-portfolio loyalty |
| 9 (RLIN) |
38818 |
|
|---|
| Topical term or geographic name as entry element |
Brand equity |
|
|---|
| Topical term or geographic name as entry element |
Markov chain |
| 9 (RLIN) |
38819 |
| 773 0# - HOST ITEM ENTRY |
|---|
| Host Biblionumber |
53912 |
| Host Itemnumber |
82688 |
| Main entry heading |
American Research Institute |
| Place, publisher, and date of publication |
American Research Institute 2022 |
| Other item identifier |
55513557 |
| Title |
Journal of Marketing Management |
| International Standard Book Number |
2333-6080 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Journals and Periodicals |
