Brand portfolio strategies effects on consumers' attitude

Yilmazel S. E., ÖZER L.

MARKETING INTELLIGENCE & PLANNING, vol.40, no.1, pp.138-152, 2022 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 40 Issue: 1
  • Publication Date: 2022
  • Doi Number: 10.1108/mip-06-2021-0204
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, INSPEC, Psycinfo
  • Page Numbers: pp.138-152
  • Keywords: Brand portfolio strategies, House of brands, Branded house, Perceived risk, SEM, CORPORATE IMAGE, EQUITY, IMPACT, RISK
  • Hacettepe University Affiliated: Yes


Purpose The aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies). Design/methodology/approach The study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling. Findings According to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships. Research limitations/implications One of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results. Practical implications Managers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit. Originality/value It will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.