Brand architecture is usually described as a static picture. Several big companies recently change their brand architecture: from a house of brand to a sort of branded house. The present research investigates corporate CBBE when the corporate unveils its presence behind already well-known single product brands. An experimental design conducted within a sample of 374 Italian consumers on real-existing brands shows that the number of brands and the variety of product category affect consumer perceived corporate CBBE through the mediation of brand portfolio consistency (fit). Results validate a moderated mediation model that suggests relevant implications for brand portfolio management.

Brand architecture change: When the corporate brand steps out of the shadow / Gabrielli, V.; Baghi, I.. - (2017). ((Intervento presentato al convegno 46th EMAC Annual Conference. tenutosi a Groningen, Holland nel 23th- 26th May.

Brand architecture change: When the corporate brand steps out of the shadow

Gabrielli V.;Baghi I.
2017

Abstract

Brand architecture is usually described as a static picture. Several big companies recently change their brand architecture: from a house of brand to a sort of branded house. The present research investigates corporate CBBE when the corporate unveils its presence behind already well-known single product brands. An experimental design conducted within a sample of 374 Italian consumers on real-existing brands shows that the number of brands and the variety of product category affect consumer perceived corporate CBBE through the mediation of brand portfolio consistency (fit). Results validate a moderated mediation model that suggests relevant implications for brand portfolio management.
mag-2017
46th EMAC Annual Conference.
Groningen, Holland
23th- 26th May
Gabrielli, V.; Baghi, I.
Brand architecture change: When the corporate brand steps out of the shadow / Gabrielli, V.; Baghi, I.. - (2017). ((Intervento presentato al convegno 46th EMAC Annual Conference. tenutosi a Groningen, Holland nel 23th- 26th May.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/1167003
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