Brand portfolio strategies effects on consumers' attitude

IF 3.6 3区 管理学 Q2 BUSINESS
Sefa Emre Yilmazel, Leyla Özer
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引用次数: 0

Abstract

PurposeThe aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies).Design/methodology/approachThe study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling.FindingsAccording to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships.Research limitations/implicationsOne of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results.Practical implicationsManagers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit.Originality/valueIt will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.
品牌组合策略对消费者态度的影响
目的本研究的目的是通过感知风险(针对两种主要的投资组合策略)来确定品牌成分(CBBE、品牌契合度、品牌形象、品牌声誉、品牌熟悉度)对消费者品牌投资组合态度的影响。设计/方法/方法该研究使用结构化问卷收集了636名消费者的主要数据,这些消费者从使用品牌屋(318)和品牌屋策略(318)的公司购买产品。通过信度和有效性分析,采用结构方程模型,采用验证性因素分析和路径分析方法对本研究的模型进行了检验。根据路径分析结果,无论是品牌之家策略还是品牌之家战略,都证实了CBBE和品牌声誉对品牌态度的影响。此外,感知风险的全部和部分中介作用在关系中得到了证明。研究局限性/含义研究的局限性之一是确定每种策略的品牌组合,并收集这些品牌的数据。此外,由于研究中无法达到使用品牌组合的消费者数量,因此可以使用有目的的便利抽样方法收集数据。因此,人们认为,利用通过系统抽样方法获得的数据进行研究可以产生更可靠的结果。实际含义拥有品牌组合的公司的经理应该制定一项主要战略,以提高CBBE和品牌声誉,无论他们使用什么战略。在这两个变量之后,投资组合经理需要解决的变量是品牌匹配度。独创性/价值它将提供不同的视角来理解需要哪种投资组合战略,以及可以产生哪些前任和产出。此外,研究结果将产生重要结果,以降低消费者的感知风险,提高他们对品牌组合的积极态度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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