Measuring Image Spillovers in Umbrella-Branded Products

Umbrella branding, the practice of labeling more than one product with a single brand name, is commonly used by multiproduct companies. Spillovers occur when information about one product affects the demand for other products with the same brand name. This article provides a methodology to analyze s...

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Bibliographic Details
Published in:The Journal of business (Chicago, Ill.) Ill.), 1990-07, Vol.63 (3), p.309-329
Main Author: Sullivan, Mary
Format: Article
Language:English
Subjects:
Advertising rates
Automobiles
Brand image
Brand names
Branding
Brands
Classified advertising
Consumer goods industries
Corporate image
Depreciation rates
Effects
Labeling
Manyproducts
Marketing
Mathematical models
Multiple
Regression analysis
Studies
Umbrellas
Citations: Items that cite this one
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Description
Summary:Umbrella branding, the practice of labeling more than one product with a single brand name, is commonly used by multiproduct companies. Spillovers occur when information about one product affects the demand for other products with the same brand name. This article provides a methodology to analyze spillovers and uses it to measure two instances of spillover effects. The study shows that negative spillovers resulted from the Audi 5000's problems with sudden acceleration and that positive spillovers resulted from Jaguar's first major model change in 17 years.
ISSN:0021-9398
1537-5374
DOI:10.1086/296509