Varieties of Family Brand Entitativity

Joseph Chang, Vancouver Island University, Canada
Yung-Chien Lou, National Cheng-Chi University, Taiwan
This research examines the applicability of entitativity measures (or antecedents) of group perceptions for family brand evaluations. Eight measures of perceived entitativity (including interaction, importance, outcomes, goals, similarity, duration, size, and permeability) are utilized to cluster 37 prominent global family brands. It is expected that these eight individual measures account for a substantial portion of the variation in perceived entitativity, which subsequently classify family brands into different clusters. As with social groups, it is expected that the majority of the antecedents are good predictors for the perceived entitativity of family brands, except the antecedent of permeability.
[ to cite ]:
Joseph Chang and Yung-Chien Lou (2010) ,"Varieties of Family Brand Entitativity", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 769-771 .