{"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}
引用次数: 8
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.