Theoretical Underpinnings of Brand Architecture Strategies: Using Models of Stereotype Change to Understand Sub-Brands

Grounded on categorization and schema theory, this paper uses models of stereotype change (conversion, subtyping, subgrouping, and bookkeeping models) to understand how consumers evaluate different types of sub-brands including brand alliances, endorsed brands, dual brands and support brands. It is argued that a generally held stereotype is analogous to a generally held brand image, and that the development of a sub-brand’s image, and the changes in the parent brand’s image resulting from the creation of such sub-brands, would depend on the specific type of sub-branding strategy undertaken.

Citation:

Kaleel Rahman, Rajendra Mulye, and Gaurangi Laud (2012) ,"Theoretical Underpinnings of Brand Architecture Strategies: Using Models of Stereotype Change to Understand Sub-Brands", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 402-406.