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Do brands of a feather flock together? Some exploratory findings on the role of individual brands in brand constellation choice
Author(s) -
Lange Fredrik
Publication year - 2005
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.28
Subject(s) - advertising , brand extension , rebranding , brand management , business , order (exchange) , product (mathematics) , brand equity , marketing , mathematics , finance , geometry
In this paper, consumers' choice of brand constellations (eg Big Mac and Coke at McDonald's) are investigated by examining the roles of individual brands. The author proposes that marketers need to look beyond perceived fit between brands within a brand constellation. Therefore, this paper explores empirically how individual brand evaluations at product level and at brand level affect brand constellation choice. It is shown that brands do not have to be equally attractive in order to be included in brand constellations. For instance, a weak brand may complement a strong brand. Theoretical and marketing implications are discussed. Copyright © 2005 John Wiley & Sons, Ltd.