Exploring the dynamics of umbrella brand and house of brand strategies on organizational performance:
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Date
2024-12-30
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ASEAN Marketing Journal is a national-level journal in Indonesia that is published by Management Research Center, Department of Management, Faculty of Economics, Universitas Indonesia.
Abstract
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.
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Citation
Ajayi O. Adeyeye C. T. Salau, A. A. Adebayo, A. A. Kamoru, L. A. Adebayo, P.O (2024). Exploring the dynamics of umbrella brand and house of brand strategies on organizational performance: A comparative analysis. ASEAN Marketing Journal, 16(2),106-130