Brands As Categories: Graded Structure and Its Determinants

Christopher Joiner, George Mason University, USA
Brand categories, also referred to as "umbrella brands," "brand portfolios," and "family brands" have become increasingly common in the marketplace. This research focuses on the structure of brand categories by examining the overall graded structure as well as a number of alternative determinants of graded structure in two existing brand categories. The results confirmed that brand categories possess identifiable graded structure and that a number of relevant potential determinants of graded structure are highly correlated and related to overall typicality judgments, including a measure of individual product coherence.
[ to cite ]:
Christopher Joiner (2007) ,"Brands As Categories: Graded Structure and Its Determinants", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 500-506.