Exploring the dynamics of umbrella brand and house of brand strategies on organizational performance:

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dc.contributor.authorAbdulazeez Alhaji Salau
dc.date.accessioned2025-07-03T12:04:53Z
dc.date.available2025-07-03T12:04:53Z
dc.date.issued2024-12-30
dc.description.abstractResearch 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.
dc.description.sponsorshipJOINT
dc.identifier.citationAjayi 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
dc.identifier.issnhttps://doi.org/10.7454/amj.v16i2.1250
dc.identifier.urihttps://kwasuspace.kwasu.edu.ng/handle/123456789/5606
dc.language.isoen_US
dc.publisherASEAN Marketing Journal is a national-level journal in Indonesia that is published by Management Research Center, Department of Management, Faculty of Economics, Universitas Indonesia.
dc.relation.ispartofseries16; 2
dc.titleExploring the dynamics of umbrella brand and house of brand strategies on organizational performance:
dc.title.alternativeA comparative analysis
dc.typeArticle
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