How to cite this paper
Al-Raggad, M., Hashem, T & Al-Raqqad, R. (2023). A comparative study of umbrella branding approach versus house of brands approach and their influence on market share.International Journal of Data and Network Science, 7(1), 15-24.
Refrences
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Carolino Sousa Santos Junior, E. (2018). Brand portfolio strategy and Brand Architecture: A Comparative Study. Cogent Business & Management, 5(1), 1483465. https://doi.org/10.1080/23311975.2018.1483465
Cassia, F., & Magno, F. (2019). A framework to manage business-to-business branding strategies. EuroMed Journal of Business, 14(2), 110–122. https://doi.org/10.1108/emjb-08-2018-0047
Dewhirst, T. (2017). Into the black: Marlboro brand architecture, packaging and marketing communication of relative harm. Tobacco Control, 27(2), 240–242. https://doi.org/10.1136/tobaccocontrol-2016-053547
Dinnie, K. (2017). Contingent self-definition and amorphous regions. Marketing Theory, 18(1), 31–53. https://doi.org/10.1177/1470593117708467
Edeling, A., & Himme, A. (2018). When does market share matter? new empirical generalizations from a meta-analysis of the market share–performance relationship. Journal of Marketing, 82(3), 1–24. https://doi.org/10.1509/jm.16.0250
Figueiredo, T., & Castro, R. (2019). Passengers perceptions of airport branding strategies: The case of Tom Jobim interna-tional airport – riogaleão, Brazil. Journal of Air Transport Management, 74, 13–19. https://doi.org/10.1016/j.jairtraman.2018.09.010
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Friesner, D., Bozman, C., & Valente, F. (2018). Sport brand architecture: Branding effects associated with the creation of an umbrella brand. Athens Journal of Sports, 5(3), 183–197. https://doi.org/10.30958/ajspo.5-3-1
Gielens, K., & Steenkamp, J.-B. E. M. (2019). Branding in the era of digital (dis)intermediation. International Journal of Research in Marketing, 36(3), 367–384. https://doi.org/10.1016/j.ijresmar.2019.01.005
Hashem, T., Ali, N. & Allan, M. (2020). Influence of Emotional Marketing on Brand Loyalty Among Females in The Field of Cosmetics: Mediating Role of Customer Satisfaction. International Journal of Management (IJM), 11(9), 1245-1260
Jeong, M., & Kubickova, M. (2020). Do the brand and packaging matter? the case of hotel bathroom amenities. Journal of Hospitality and Tourism Insights, 4(5), 565–581. https://doi.org/10.1108/jhti-03-2020-0030
Keller, K. O., Geyskens, I., & Dekimpe, M. G. (2020). Opening the umbrella: The effects of rebranding multiple category-specific private-label brands to One Umbrella brand. Journal of Marketing Research, 57(4), 677–694. https://doi.org/10.1177/0022243720922853
Leijerholt, U., Chapleo, C., & O’Sullivan, H. (2018). A brand within a brand: An integrated understanding of internal brand management and Brand Architecture in the public sector. Journal of Brand Management, 26(3), 277–290. https://doi.org/10.1057/s41262-018-0128-y
Levin, A. (2020). Influencer marketing for Brands. https://doi.org/10.1007/978-1-4842-5503-2
Lu, Y., Mitra, D., Musto, D., & Ray, S. (2020). Can Brands Circumvent Marketing Regulations? exploiting umbrella branding in financial markets. Marketing Science, 39(1), 71–91. https://doi.org/10.1287/mksc.2019.1165
Mogaji, E. (2021). Brand architecture. Brand Management, 225–239. https://doi.org/10.1007/978-3-030-66119-9_11
Nazaritehrani, A., & Mashali, B. (2020). Development of E-banking channels and market share in developing countries. Financial Innovation, 6(1). https://doi.org/10.1186/s40854-020-0171-z
Park, B., Park, S., & Billings, A. C. (2019). Separating perceptions of Kaepernick from perceptions of his protest: An analysis of athlete activism, endorsed brand, and media effects. Communication & Sport, 8(4-5), 629–650. https://doi.org/10.1177/2167479519894691
Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S. M. (2021). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. In Social Media Influencers in Strategic Communica-tion (pp. 103-118). Routledge.
Rajagopal, & Sanchez, R. (2004). Conceptual analysis of brand architecture and relationships within product categories. Journal of Brand Management, 11(3), 233–247. https://doi.org/10.1057/palgrave.bm.2540169
Rathod, S. (2017).A Study OF Umbrella Branding Strategies Used By The Selected Companies For The Promotion OF Related Products. International Journal of Science technology and Management, 6(4),49-54
Richards, G., & Duif, L. (2018). Small cities with big dreams: Creative placemaking and branding strategies. Routledge, https://doi.org/10.4324/9781351201193
Rop, W., Akunja, L., & Thiong'o, S. (2021). Leveraging on Place brand Architecture for competitive advantage: A mediat-ed regression analysis, Journal of Tourism Quarterly,3(3),130-138
Şengün, H., & Kara, A. (2021). Cittaslow: Umbrella branding for Turkish cities. Upravlenets, 12(3),81-90. https://doi.org/10.29141/2218-5003-2021-12-3-7
Sharp, B. (2018). How brands grow. NewsCo Group, 455-461
Spry, L., Foster, C., Pich, C., & Peart, S. (2018). Managing Higher Education Brands with an emerging brand architecture: The role of shared values and competing brand identities. Journal of Strategic Marketing, 28(4), 336–349. https://doi.org/10.1080/0965254x.2018.1501412
Yu, H., MacIsaac, D., Wong, J. J., Sellers, Z. M., Wren, A. A., Bensen, R., Kin, C., & Park, K. T. (2017). Market share and costs of biologic therapies for inflammatory bowel disease in the USA. Alimentary Pharmacology & Therapeutics, 47(3), 364–370. https://doi.org/10.1111/apt.14430
Zuhdi, S., Rainanto, B. H., & Apriyani, D. (2020). Analysis of co-branding strategy to Improve Company’s competitive power (case study on walls selection Oreo). Proceedings of the 2nd International Seminar on Business, Economics, So-cial Science and Technology (ISBEST 2019). https://doi.org/10.2991/aebmr.k.200522.030
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between Instagram influencers and the endorsed Brand. Journal of Advertising Research, 59(4), 440–454. https://doi.org/10.2501/jar-2019-030
Carolino Sousa Santos Junior, E. (2018). Brand portfolio strategy and Brand Architecture: A Comparative Study. Cogent Business & Management, 5(1), 1483465. https://doi.org/10.1080/23311975.2018.1483465
Cassia, F., & Magno, F. (2019). A framework to manage business-to-business branding strategies. EuroMed Journal of Business, 14(2), 110–122. https://doi.org/10.1108/emjb-08-2018-0047
Dewhirst, T. (2017). Into the black: Marlboro brand architecture, packaging and marketing communication of relative harm. Tobacco Control, 27(2), 240–242. https://doi.org/10.1136/tobaccocontrol-2016-053547
Dinnie, K. (2017). Contingent self-definition and amorphous regions. Marketing Theory, 18(1), 31–53. https://doi.org/10.1177/1470593117708467
Edeling, A., & Himme, A. (2018). When does market share matter? new empirical generalizations from a meta-analysis of the market share–performance relationship. Journal of Marketing, 82(3), 1–24. https://doi.org/10.1509/jm.16.0250
Figueiredo, T., & Castro, R. (2019). Passengers perceptions of airport branding strategies: The case of Tom Jobim interna-tional airport – riogaleão, Brazil. Journal of Air Transport Management, 74, 13–19. https://doi.org/10.1016/j.jairtraman.2018.09.010
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and participation. Pearson, 312-325
Friesner, D., Bozman, C., & Valente, F. (2018). Sport brand architecture: Branding effects associated with the creation of an umbrella brand. Athens Journal of Sports, 5(3), 183–197. https://doi.org/10.30958/ajspo.5-3-1
Gielens, K., & Steenkamp, J.-B. E. M. (2019). Branding in the era of digital (dis)intermediation. International Journal of Research in Marketing, 36(3), 367–384. https://doi.org/10.1016/j.ijresmar.2019.01.005
Hashem, T., Ali, N. & Allan, M. (2020). Influence of Emotional Marketing on Brand Loyalty Among Females in The Field of Cosmetics: Mediating Role of Customer Satisfaction. International Journal of Management (IJM), 11(9), 1245-1260
Jeong, M., & Kubickova, M. (2020). Do the brand and packaging matter? the case of hotel bathroom amenities. Journal of Hospitality and Tourism Insights, 4(5), 565–581. https://doi.org/10.1108/jhti-03-2020-0030
Keller, K. O., Geyskens, I., & Dekimpe, M. G. (2020). Opening the umbrella: The effects of rebranding multiple category-specific private-label brands to One Umbrella brand. Journal of Marketing Research, 57(4), 677–694. https://doi.org/10.1177/0022243720922853
Leijerholt, U., Chapleo, C., & O’Sullivan, H. (2018). A brand within a brand: An integrated understanding of internal brand management and Brand Architecture in the public sector. Journal of Brand Management, 26(3), 277–290. https://doi.org/10.1057/s41262-018-0128-y
Levin, A. (2020). Influencer marketing for Brands. https://doi.org/10.1007/978-1-4842-5503-2
Lu, Y., Mitra, D., Musto, D., & Ray, S. (2020). Can Brands Circumvent Marketing Regulations? exploiting umbrella branding in financial markets. Marketing Science, 39(1), 71–91. https://doi.org/10.1287/mksc.2019.1165
Mogaji, E. (2021). Brand architecture. Brand Management, 225–239. https://doi.org/10.1007/978-3-030-66119-9_11
Nazaritehrani, A., & Mashali, B. (2020). Development of E-banking channels and market share in developing countries. Financial Innovation, 6(1). https://doi.org/10.1186/s40854-020-0171-z
Park, B., Park, S., & Billings, A. C. (2019). Separating perceptions of Kaepernick from perceptions of his protest: An analysis of athlete activism, endorsed brand, and media effects. Communication & Sport, 8(4-5), 629–650. https://doi.org/10.1177/2167479519894691
Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S. M. (2021). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. In Social Media Influencers in Strategic Communica-tion (pp. 103-118). Routledge.
Rajagopal, & Sanchez, R. (2004). Conceptual analysis of brand architecture and relationships within product categories. Journal of Brand Management, 11(3), 233–247. https://doi.org/10.1057/palgrave.bm.2540169
Rathod, S. (2017).A Study OF Umbrella Branding Strategies Used By The Selected Companies For The Promotion OF Related Products. International Journal of Science technology and Management, 6(4),49-54
Richards, G., & Duif, L. (2018). Small cities with big dreams: Creative placemaking and branding strategies. Routledge, https://doi.org/10.4324/9781351201193
Rop, W., Akunja, L., & Thiong'o, S. (2021). Leveraging on Place brand Architecture for competitive advantage: A mediat-ed regression analysis, Journal of Tourism Quarterly,3(3),130-138
Şengün, H., & Kara, A. (2021). Cittaslow: Umbrella branding for Turkish cities. Upravlenets, 12(3),81-90. https://doi.org/10.29141/2218-5003-2021-12-3-7
Sharp, B. (2018). How brands grow. NewsCo Group, 455-461
Spry, L., Foster, C., Pich, C., & Peart, S. (2018). Managing Higher Education Brands with an emerging brand architecture: The role of shared values and competing brand identities. Journal of Strategic Marketing, 28(4), 336–349. https://doi.org/10.1080/0965254x.2018.1501412
Yu, H., MacIsaac, D., Wong, J. J., Sellers, Z. M., Wren, A. A., Bensen, R., Kin, C., & Park, K. T. (2017). Market share and costs of biologic therapies for inflammatory bowel disease in the USA. Alimentary Pharmacology & Therapeutics, 47(3), 364–370. https://doi.org/10.1111/apt.14430
Zuhdi, S., Rainanto, B. H., & Apriyani, D. (2020). Analysis of co-branding strategy to Improve Company’s competitive power (case study on walls selection Oreo). Proceedings of the 2nd International Seminar on Business, Economics, So-cial Science and Technology (ISBEST 2019). https://doi.org/10.2991/aebmr.k.200522.030