Brand relevance and the effects of product proliferation across product categories

Yanhui Zhao (), Yufei Zhang (), Joyce (Feng) Wang (), Wyatt A. Schrock () and Roger J. Calantone ()
Additional contact information
Yanhui Zhao: University of Nebraska at Omaha
Yufei Zhang: University of Alabama at Birmingham
Joyce (Feng) Wang: Bentley University
Wyatt A. Schrock: Michigan State University
Roger J. Calantone: Michigan State University

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 6, No 8, 1192-1210

Abstract: Abstract Product proliferation may not be an effective strategy for every brand in every product category. Rather, the success of product proliferation may be conditional on previously unconsidered differences across product categories. In particular, brand relevance in category (BRiC), which is closely associated with an array of category-level characteristics, offers a potentially influential contingency. We rely on a survey study (Study 1a) and a lab experiment (Study 1b) to examine individual consumer reactions to product proliferation. These studies show that product proliferation has a stronger impact on customer-based brand equity in high BRiC categories than in low BRiC categories. From a firm perspective, Study 2 explores the effect of product proliferation on brand sales performance using IRI scanner data; it indicates conversely that BRiC has an opposing moderating effect, such that product proliferation has a stronger impact on brand sales in low BRiC categories than in high BRiC categories. Together, these nuanced results have important implications for product line and brand management resource allocation decisions.

Keywords: Product proliferation; Brand relevance in category; Brand sales; Customer-based brand equity (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-020-00727-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:48:y:2020:i:6:d:10.1007_s11747-020-00727-1

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-020-00727-1

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().