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An Empirical Analysis of Umbrella Branding
Abstract
In this article, the author studies the processes by which consumers’ quality perceptions of a brand in a product category are affected by their experience with the same brand in a different category. The model proposed and estimated explicitly incorporates some of the basic consumer behavior premises of signaling theory of umbrella branding (Montgomery and Wernerfelt 1992; Wernerfelt 1988). The author provides a framework to analyze the impact of marketing mix strategies in one product category on quality perceptions, consumer perceived risk, and consumer choice behavior in a different category. The model is estimated on panel data for two oral hygiene products, toothpaste and toothbrushes, in which a subset of brands share the same brand name across the two product categories. The results show strong support for the consumer premises of the signaling theory of umbrella branding.
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Cited by
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Corbitt, B. J., Thanasankit, T., & Yi, H. (2003) · Electronic Commerce Research and Applications · doi:10.1016/s1567-4223(03)00024-3 · Cited by 1,069
The dual role of price: Decomposing consumers’ reactions to price
Völckner, F. (2008) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-007-0076-7 · Cited by 160
Mindfulness for Global Public Health: Critical Analysis and Agenda
Oman, D. (2025) · Mindfulness · doi:10.1007/s12671-023-02089-5 · Cited by 87
A tribute to forty years of top-level marketing research
Hult, G. T. M., & Ferrell, O. C. (2012) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-011-0294-x · Cited by 28
Metadata
- Authors
- Erdem, T.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1998-08
- Volume
- 35
- Issue
- 3
- Pages
- 339-351
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2067442402
- Cited by
- 479
- References
- 0
- FWCI
- 34.53
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
