Library:
Madrid
Berlin
London
Paris Montparnasse
Turin
Paris Champerret
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2019
- Note
- Master in Management (MIM)
- Subjects
- BRAND - COMMERCIAL POLICY
Purpose. To counter the threat of new entrants into their market, many brands with a premium brand positioning introduce fighter brands through adoption of a multi-brand strategy. Economic consequences of such strategy have been well established and fostered a more frequent adoption in recent years, while the brand-related impacts remain unclear. This study aims at detecting the impact of multi-brand strategies with fighter brands on parent-brand image with respect to the outcomes and its moderators. Methodology. A conceptual model for brand image stemming from fighter brand creation is developed and consequently tested for reliability and applicability. Using associative network theory as foundation, the model proposes a moderated detrimental effect of fighter brands on parent-brand image. The empirical study conducted for testing relies on an online survey and subsequent factor analysis and structural equation modeling. Findings. The conducted study validates the model in large parts, while disconfirming some elements. Final brand image, originating in initial brand image, appears to be influenced by fighter-brand attitude and moderated by brand association, brand attachment and brand image fit. The initially assumed detrimental effect of fighter brands is confirmed by the results. Implications. This study contributes to the current understanding of multi-brand strategies and develops the less-researched area of brand image in this context. Brand managers must closely consider introducing fighter brands, due to its detrimental effects on parent-brand image and potential economic and perceptional consequences, such as cannibalization and loss of brand identity, and consequently brand loyalty. With respect to the analyzed industry of airlines, the study proposes that brand ambassadors play a central role for the success of fighter brands, and that fighter brand introduction may be possible without detrimental effects on parentbrand image in this case.
