Log in

Relevant bibliographies by topics / House of Brands Strategy

Contents

Journal articles

Academic literature on the topic 'House of Brands Strategy'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'House of Brands Strategy.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Journal articles on the topic "House of Brands Strategy"

1

Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.

Full text

Abstract:

Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/ap

APA, Harvard, Vancouver, ISO, and other styles

2

Koschmann, Anthony, and Jagdish Sheth. "Brand line extensions: creating new loyalties or internal variety-seeking?" Journal of Product & Brand Management 27, no. 4 (2018): 351–62. http://dx.doi.org/10.1108/jpbm-08-2017-1535.

Full text

Abstract:

Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands. Design/methodology/approach Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family b

APA, Harvard, Vancouver, ISO, and other styles

3

Jaikumar, Saravana, and Arvind Sahay. "Celebrity endorsements and branding strategies: event study from India." Journal of Product & Brand Management 24, no. 6 (2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.

Full text

Abstract:

Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the leve

APA, Harvard, Vancouver, ISO, and other styles

4

Gabrielli, Veronica, and Ilaria Baghi. "Brand architecture shift and corporate brand equity: an exploratory study." Marketing Intelligence & Planning 34, no. 6 (2016): 777–94. http://dx.doi.org/10.1108/mip-02-2015-0035.

Full text

Abstract:

Purpose The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: the dilution process or the bookkeeping/subtyping cognitive process. Design/methodology/approach Data were collected through a questionnaire administered to 150 Italian consumers. All the items were

APA, Harvard, Vancouver, ISO, and other styles

5

Lee, Pui Mun, Chong Guan, and Calvin M. L. Chan. "Koufu: Fortune of an Entrepreneurial Singapore Hawker." Asian Case Research Journal 21, no. 01 (2017): 175–205. http://dx.doi.org/10.1142/s0218927517500067.

Full text

Abstract:

This case traces the rags-to-riches entrepreneurial journey of Mr Pang Lim in building his Koufu food court business empire over the past decades amidst the changing landscape of the food and beverages industry in Singapore. After dropping out of school at 13 years old, Mr Pang started work as a dishwasher in the 1960s. However, his entrepreneurial acumen enabled him to seize strategic opportunities and adapt to changing environmental forces to become the owner of Koufu, a leading food court chain in Singapore. When Koufu was founded in 2002, the food court business in Singapore was already do

APA, Harvard, Vancouver, ISO, and other styles

6

Gabrielli, Veronica, and Ilaria Baghi. "Unveiling the corporate brand: the role of portfolio composition." Journal of Consumer Marketing 37, no. 3 (2020): 279–90. http://dx.doi.org/10.1108/jcm-12-2018-2995.

Full text

Abstract:

Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual

APA, Harvard, Vancouver, ISO, and other styles

7

Strebinger, Andreas. "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy." European Journal of Marketing 48, no. 9/10 (2014): 1782–804. http://dx.doi.org/10.1108/ejm-08-2012-0482.

Full text

Abstract:

Purpose – This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a “branded house” to a “house of brands” with real-life branding strategies of leading companies. Design/methodology/approach – Data from an executive survey, observations and desk research on 75 leading companies in Austria are analysed with multilevel weighted least squares (WLS) regression. Findings – Branding strategies for products are determined by industry (23 per cent of variance), the overall strategy of the company (28 per cent), the remaining variance being pr

APA, Harvard, Vancouver, ISO, and other styles

8

Chung, Jae-Eun, Byoungho Jin, So Won Jeong, and Heesoon Yang. "NIE-based SME brand building in foreign markets: an exploratory study." Journal of Product & Brand Management 28, no. 1 (2019): 63–79. http://dx.doi.org/10.1108/jpbm-10-2016-1331.

Full text

Abstract:

Purpose The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization. Design/methodology/approach A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands. Findings Clear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly

APA, Harvard, Vancouver, ISO, and other styles

9

Pamment, James. "Innovations in public diplomacy and nation brands: Inside the House of Sweden." Place Branding and Public Diplomacy 7, no. 2 (2011): 127–35. http://dx.doi.org/10.1057/pb.2011.3.

Full text

APA, Harvard, Vancouver, ISO, and other styles

10

Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (2017): 253. http://dx.doi.org/10.24002/jik.v13i2.835.

Full text

Abstract:

Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costu

APA, Harvard, Vancouver, ISO, and other styles

More sources

We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!