The aim of the study is to investigate the effects on consumer evaluations and behaviours of the shift in the brand architecture strategy from an house of brands approach to a branded house one in which the corporate brand is prominent next to the single product brands.
From the House of Brand to the Branded House: The Effects of a Brand Portfolio Shift on Consumers’ Choice / Gabrielli, V.; Baghi, I.. - (2015). (Intervento presentato al convegno 13th Annual International Conference on Management and Marketing, Athens Institute for Education and Research tenutosi a Athens, Greece, nel 29th June-2nd July.).
From the House of Brand to the Branded House: The Effects of a Brand Portfolio Shift on Consumers’ Choice.
Gabrielli V.;Baghi I.
2015
Abstract
The aim of the study is to investigate the effects on consumer evaluations and behaviours of the shift in the brand architecture strategy from an house of brands approach to a branded house one in which the corporate brand is prominent next to the single product brands.
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