{"title":"品牌建筑选择模型:品牌之家vs品牌之家","authors":"Jungju Yu","doi":"10.2139/ssrn.3116284","DOIUrl":null,"url":null,"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.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2020-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"8","resultStr":"{\"title\":\"A Model of Brand Architecture Choice: A House of Brands vs. A Branded House\",\"authors\":\"Jungju Yu\",\"doi\":\"10.2139/ssrn.3116284\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":269853,\"journal\":{\"name\":\"MKTG: Branding & Brand Management (Topic)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2020-05-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"8\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"MKTG: Branding & Brand Management (Topic)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2139/ssrn.3116284\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"MKTG: Branding & Brand Management (Topic)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.3116284","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
A Model of Brand Architecture Choice: A House of Brands vs. A Branded House
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.