51,019
Views
3
CrossRef citations to date
0
Altmetric
Research Article

Brand portfolio strategy and brand architecture: A comparative study

Article: 1483465 | Received 11 Mar 2018, Accepted 25 May 2018, Published online: 21 Jun 2018

References

  • Bharadwaj, S., Tuli, K. R., & Bonfrer, A. (2011). The impact of brand quality on shareholder wealth. Journal of Marketing, 75, 88–104. doi:10.1509/jmkg.75.5.88
  • Brexendorf, T. O., & Keller, K. L. (2017). Leveraging the corporate brand. European Journal of Marketing, 51(9/10), 1530–1551. doi:10.1108/ejm-07-2017-0445
  • Chailan, C. (2008). Brands portfolios and competitive advantage: An empirical study. Journal of Product & Brand Management, 17(4), 254–264. doi:10.1108/10610420810887608
  • Devlin, J. F., & McKechnie, S. (2008). Consumer perceptions of brand architecture in financial services. European Journal of Marketing, 42(5/6), 654–666. doi:10.1108/03090560810862561
  • Hsu, L., Fournier, S., & Srinivasan, S. (2015). Brand architecture strategy and firm value: How leveraging, separating, and distancing the corporate brand affects risk and returns. Journal of the Academy of Marketing Science, 44(2), 261–280. doi:10.1007/s11747-014-0422-5
  • Hsu, L., Fournier, S., & Srnivasan, S. (2010). Brand portfolio strategy effects on firm value and risks (Working Paper), pp. 74–89. Boston, MA: Boston University, School of Management.
  • Keller, K. L. (2014). Designing and implementing brand architecture strategies. Journal of Brand Management, 21(9), 702–715. doi:10.1057/bm.2014.38
  • Laforet, S., & Saunders, J. (2007). How brand portfolios have changed: A study of grocery suppliers brands from 1994 to 2004. Journal of Marketing Management, 23(1–2), 39–58. doi:10.1362/026725707x178549
  • Lei, J., Dawar, N., & Lemmink, J. (2008). Negative spillover in brand portfolios: Exploring the antecedents of asymmetric effects. Journal of Marketing, 72(3), 111–123. doi:10.1509/jmkg.72.3.111
  • Morgan, N. A., & Rego, L. L. (2009). Brand portfolio strategy and firm performance. Journal of Marketing, 73(1), 59–74. doi:10.1509/jmkg.73.1.59
  • Muzellec, L., & Lambkin, M. C. (2009). Corporate branding and brand architecture: A conceptual framework. Marketing Theory, 9(1), 39–54. doi:10.1177/1470593108100060
  • Spence, M., & Essoussi, L. H. (2010). SME brand building and management: An exploratory study. European Journal of Marketing, 44(7/8), 1037–1054. doi:10.1108/03090561011047517
  • Wiles, M. A., Morgan, N. A., & Rego, L. L. (2012). The effect of brand acquisition and disposal on stock returns. Journal of Marketing, 76(1), 38–58. doi:10.1509/jm.09.0209