Al-Raggad, Mo’taz Mohammad Rath’an and Hashem, Tareq N. and Al-Raqqad, Rasha Mohammad Rath’an (2023) A comparative study of umbrella branding approach versus house of brands approach and their influence on market share. International Journal of Data and Network Science, 7 (1). pp. 15-24. ISSN 25618148
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Abstract
The current study aims at examining the differences between umbrella branding and house of brands on organizational market share. Various variables are adopted including reach, efficiency, image and ambiguity. A sample of 98 marketing managers or their representatives within the chemical industry sector in Jordan, SPSS is employed to screen and analyze gathered data. Results of study indicate that umbrella branding has a bigger and much deeper influence on market share compared to house of brands which is attributed to many factors including that umbrella branding has a wider reach, it is more efficient and more able to shed the light and increase the focus on organization's image, meaning that in umbrella marketing the focus is more on the marketing organization more than manufacturing organization which increases its reputation and market share. The study recommends the necessity for each brand to have a specific purpose to avoid overlapping or disintegration of brands.
Item Type: | Article |
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Subjects: | Open Research Librarians > Multidisciplinary |
Depositing User: | Unnamed user with email support@open.researchlibrarians.com |
Date Deposited: | 16 Apr 2024 08:05 |
Last Modified: | 16 Apr 2024 08:05 |
URI: | http://stm.e4journal.com/id/eprint/2607 |