A Model of Brand Architecture Choice: A House of Brands vs. A Branded House

This research investigates a multiproduct firm’s decision of whether to use the same brand or different brands in different product markets, and in particular how this decision depends on the relatedness between the product markets.

• 저널Marketing Science · 40(1) · 147–167
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2020.1245
• 저자Jungju Yu