Exploring the Dynamics of Umbrella Brand and House of Brand Strategies on Organizational Performance
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Date
2024-12-02
Journal Title
Journal ISSN
Volume Title
Publisher
ASEAN Marketing Journal, Faculty of Economics and Business, Universitas Indonesia
Abstract
Manuscript type: Quantitative paper
Research Aims: This study examines the impact of Umbrella Brand and House of Brand
dimensions— brand awareness, customer trust, brand messaging, and brand decision—on
organizational performance.
Design/methodology/approach: Data were collected from 109 marketing managers and
representatives of Coca-Cola in Ido, Lagos Mainland. The data were analyzed using descriptive
and inferential statistics with IBM SPSS version 27.
Research Findings: The results show that brand awareness significantly predicts organizational
performance (F(1, 99) = 302.14, R² = 0.46, p < .05). Customer trust (F(1, 99) = 102.24, R² =
0.46), brand messaging (F(1, 99) = 88.15, R² = 0.38), and brand decision (F(1, 99) = 78.01, R² =
0.27) also have significant effects. An additional analysis confirmed brand decision as a strong
predictor (F(1, 99) = 110.01, R² = 0.48, p < .05).
Theoretical Contribution/Originality: This study adds to branding literature by empirically
demonstrating how brand strategy dimensions influence organizational performance.
Practitioner/Policy Implication: Firms are encouraged to strengthen branding strategy
components— awareness, trust, messaging, and decision-making—to enhance performance
outcomes.
Research limitation/Implications: The study is limited to a single company and region. Broader
studies are recommended to validate generalizability across industries and locations.