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Growing Science » International Journal of Data and Network Science » A comparative study of umbrella branding approach versus house of brands approach and their influence on market share

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International Journal of Data and Network Science

ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print)
Quarterly Publication
Volume 7 Issue 1 pp. 15-24 , 2023

A comparative study of umbrella branding approach versus house of brands approach and their influence on market share Pages 15-24 Right click to download the paper Download PDF

Authors: Motaz Mohammad Rathan Al-Raggad, Tareq N. Hashem, Rasha Mohammad Rathan Al-Raqqad

DOI: 10.5267/j.ijdns.2022.12.011

Keywords: Market Share, Master Brand, Umbrella Branding, Endorsed Brand, House of Brands, Reach, Ambiguity, Image and Efficiency

Abstract: The current study aims at examining the differences between umbrella branding and house of brands on organizational market share. Various variables are adopted including reach, efficiency, image and ambiguity. A sample of 98 marketing managers or their representatives within the chemical industry sector in Jordan, SPSS is employed to screen and analyze gathered data. Results of study indicate that umbrella branding has a bigger and much deeper influence on market share compared to house of brands which is attributed to many factors including that umbrella branding has a wider reach, it is more efficient and more able to shed the light and increase the focus on organization's image, meaning that in umbrella marketing the focus is more on the marketing organization more than manufacturing organization which increases its reputation and market share. The study recommends the necessity for each brand to have a specific purpose to avoid overlapping or disintegration of brands.


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.

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Journal: International Journal of Data and Network Science | Year: 2023 | Volume: 7 | Issue: 1 | Views: 1779 | Reviews: 0

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