Concepedia

Multi-brand Strategy

Multi-Brand Strategy is a brand architecture approach in which a company develops and manages multiple distinct brands within the same product category to target different market segments, thereby differentiating offerings to meet varied consumer preferences while operating under separate brand identities.

24

Publications

714

Citations

62

Authors

48

Institutions

Publications per year

2017–2026

8

Variants

Multi-brand Approach

Parents

Publications

24

An approach for identifying cannibalization within product line extensions and multi-brand strategies

Charlotte H. Mason, George R. Milne · Journal of Business Research · 1994 · 148 citations

, , +14

Role of confidence in a multi-brand model of intentions for a high-involvement service

Michel Laroche, Robert Sadokierski · Journal of Business Research · 1994 · 76 citations

, , +13

A Model of Multi-Brand Buying

A. S. C. Ehrenberg, G. J. Goodhardt · Journal of Marketing Research · 1970 · 52 citations

, , +6

Extrinsic versus intrinsic approaches to managing a multi-brand salesforce: when and how do they work?

Erin Adamson Gillespie, Stephanie Noble, Son K. Lam · Journal of the Academy of Marketing Science · 2016 · 36 citations

, , +12

A Model of Multi-Brand Buying

A. S. C. Ehrenberg, G. J. Goodhardt · Journal of Marketing Research · 1970 · 35 citations

, , +6

1–5 of 24

Authors

62

  1. GJ
    G. J. Goodhardt

    London South Bank University, United Kingdom

    2 publications · 87 citations

    2

    h-index

  2. AS
    A. S. C. Ehrenberg

    London Business School, United Kingdom

    2 publications · 87 citations

    2

    h-index

  3. CH
    Charlotte H. Mason

    University of North Carolina at Chapel Hill, United States

    1 publications · 148 citations

    1

    h-index

  4. GR
    George R. Milne

    University of Massachusetts Amherst, United States

    1 publications · 148 citations

    1

    h-index

  5. RS
    Robert Sadokierski

    Concordia University, United States

    1 publications · 76 citations

    1

    h-index

1–5 of 62

Institutions

48

  1. University of Central Florida

    Orlando, United States

    2 h-index

    2 publications

    31 citations

  2. University of North Carolina at Chapel Hill

    Chapel Hill, United States

    1 h-index

    1 publications

    148 citations

  3. University of Massachusetts Boston

    Boston, United States

    1 h-index

    1 publications

    148 citations

  4. University of Massachusetts Amherst

    Amherst Center, United States

    1 h-index

    1 publications

    148 citations

  5. Concordia University Wisconsin

    Mequon, United States

    1 h-index

    1 publications

    76 citations

  6. Concordia University

    Portland, United States

    1 h-index

    1 publications

    76 citations

  7. London Business School

    London, United Kingdom

    1 h-index

    1 publications

    52 citations

  8. Knoxville College

    Knoxville, United States

    1 h-index

    1 publications

    36 citations

1–8 of 48

Venues

  1. Journal of Business Research

    JBR · 3 publications · 241 citations

    3

    h-index

  2. Journal of Marketing Research

    2 publications · 87 citations

    2

    h-index

  3. Journal of Product & Brand Management

    2 publications · 49 citations

    2

    h-index

  4. Journal of the Academy of Marketing Science

    2 publications · 47 citations

    2

    h-index

  5. Cornell Hotel and Restaurant Administration Quarterly

    CQ · 2 publications · 31 citations

    2

    h-index

1–5