Brand Deployment Consistency and Market Share Público

Abstract

Brand consistency refers to the degree of congruence among all aspects of a brand and surrounding marketing activities. Past research on brand consistency has largely been in the context of laboratory studies in evaluating brand extensions, or limited to consideration of a single focal category; there is little work examining its effects in field studies across the entire deployment of a brand, especially linking it to a brand's product market performance. An important aspect of consistency is how a brand is deployed across categories. A brand is asserted to have degrees of consistency in regard to the categories in which it competes, and its price and promotional emphasis in relation to the norms of those categories. The importance of consistency in a brand's deployment across categories is developed by considering the functions of a brand and by drawing on principles from the brand extension literature. Household scanner panel data from the IRI Builders 2007 database is used to test hypotheses relating consistency in brand cross-category deployment to market share. Results support a main effect for three measures of consistency, as well as interaction between them. A key result is that if a brand is not consistent in all aspects, then the benefits of consistency are mitigated.

Table of Contents

Table of Contents

1. Introduction .................................................................................................................................. 1 2. Background .................................................................................................................................. 4 3. Theoretical Development ............................................................................................................. 6 4. Methodology .............................................................................................................................. 11 5. Results ........................................................................................................................................ 17 6. Discussion .................................................................................................................................. 19 References ...................................................................................................................................... 21 Figure 1 Structure of Data .............................................................................................................. 23 Figure 2 Data Structure Example ................................................................................................... 24 Table 1 Data Structure Summary Counts ...................................................................................... 25 Table 2 Brand Dispersion Summary Counts .................................................................................. 26 Figure 3 Count of Brands by Number of Types They Are Present In ........................................... 27 Table 3 Summary Statistics ........................................................................................................... 28 Table 4 Correlations ....................................................................................................................... 29 Table 5 Parameter Estimates for Main Effect Model .................................................................... 30 Table 6 Parameter Estimates for Interaction Model ...................................................................... 31 Table 7 Parameter Estimates for Reduced Interaction Model ....................................................... 32 Table 8 Results Summary .............................................................................................................. 33

About this Master's Thesis

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School	Laney Graduate School
Department	Business
Degree	MS
Submission	Master's Thesis
Language	English
Research Field	Business Administration, Marketing
Palavra-chave	Branding
Committee Chair / Thesis Advisor	Bowman, Doug, Emory University
Committee Members	Swaminathan, Anand, Emory University Lewis, Michael , Emory University

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