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