02030101 TMBA TMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_0 > a 02030101 TMBA TMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(1) > a 02030201 IMBA IMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_1 > a 02030201 IMBA IMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(2) > a 02030301 EMBA EMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_2 > a 02030301 EMBA EMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(4) > a 02030401 PMBA PMBA #tm_1th_2 > li:nth-child(3) > ul > li.last.toy_3 > a 02030401 PMBA PMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(3) > a 02040101 FMBA FMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_0 > a 02040101 FMBA FMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(1) > a 02040201 MFE MFE #tm_1th_2 > li:nth-child(4) > ul > li.toy_1 > a 02040201 MFE MFE #mprovide > div > div > div.box.box3 > ul > li:nth-child(3) > a 02040401 IMMBA IMMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_2 > a 02040401 IMMBA IMMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(2) > a 02040501 IMMS IMMS #tm_1th_2 > li:nth-child(4) > ul > li.toy_3 > a 02040501 IMMS IMMS #mprovide > div > div > div.box.box3 > ul > li:nth-child(4) > a 02040601 SEMBA SEMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_4 > a 02040601 SEMBA SEMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(6) > a 02040701 GP GP #tm_1th_2 > li:nth-child(4) > ul > li.last.toy_5 > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a 02040701 admission admission #txt > div.sub0303.mt_20 > div.btn_wrap > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a
본문 바로가기 사이트 메뉴 바로가기 주메뉴 바로가기

A Model of Brand Architecture Choice: A House of Brands vs. A Branded House

MARKETING SCIENCE2021-01

Yu, Jungju

Some firms that operate in multiple product markets use the same brand in different markets, whereas others use different brands in different markets. This research investigates in which product markets a firm should use the same or different brands and how this decision depends on the relatedness of product markets. To answer this question, I propose a framework of market relatedness that characterizes the relationships among distinct product markets from the supply side (e.g., shared production technology) and demand side (e.g., correlated customer preferences). This framework is applied to a model of reputation in which a multiproduct firm's product quality is jointly determined by its hidden capability type (i.e., adverse selection) and hidden choice of effort level (i.e., moral hazard) in each product market. Consumers obtain noisy information about the firm by observing its track record, that is, product quality produced in the past. Umbrella branding allows consumers to pool the firm's track record across different product markets and form expectations about the product quality based on market relatedness. The analysis shows that umbrella branding is optimal if supply-side relatedness is high and demand-side relatedness is not too high. However, if the product markets are closely related in both dimensions, then independent branding may be optimal because, as an umbrella brand, the firm faces a temptation to exploit positive information spillover across product markets through its shared brand name. By using different brand names, a firm can credibly commit to investing in all product markets and thereby earn higher profits. Finally, this paper provides implications for an umbrella brand's customer relationship management strategy whether to serve the same or distinct customer segments with its products.

Publisher
INFORMS
Issue Date
2021-01
Article Type
Article
Citation
MARKETING SCIENCE, Vol.40, No.1, pp.147 - 167
ISSN
0732-2399
DOI
10.1287/mksc.2020.1245
만족도조사

이 페이지에서 제공하는 정보에 대하여 만족하십니까?

콘텐츠담당자 : 주선희 연락처 : 02-958-3602

교수 & 연구

관심자등록

KCB ISSUE