Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand
| Autor: | Kristopher O. Keller, Marnik G. Dekimpe, Inge Geyskens |
|---|---|
| Přispěvatelé: | Department of Marketing, Research Group: Marketing |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
retailing
DYNAMICS Economics and Econometrics IMPACT Social Sciences marketing-mix effectiveness COMPETITION PROMOTIONS Business & Economics 0502 economics and business DRIVERS QUALITY Business CROSS-CATEGORY STRATEGY Business and International Management Marketing Brand names 05 social sciences Advertising branding Multiple category Private label Umbrella brand Rebranding 050211 marketing private labels PRICE 050203 business & management STORE |
| Zdroj: | Journal of Marketing Research, 57(4), 677-694. American Marketing Association |
| ISSN: | 0022-2437 |
| Popis: | The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: (1) an increased intrinsic brand strength and (2) an improved marketing-mix effectiveness. The authors analyze three substantially different retailers that rebranded one of their PL tiers. Consistent with the national-brand literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand strength, along with a reduced price elasticity. However, and in contrast to the national-brand literature, the effectiveness of both price-promoting and assortment size dropped for all three retailers after they unified their category-specific PLs under a common umbrella name. |
| Databáze: | OpenAIRE |
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