The Perception of Family Brand Entitativity and Varieties of Family Brands

This research examined the applicability of the eight entitativity properties on family brand evaluations. Research results indicated that participants did see substantial variation among the family brands. These eight properties accounted for a substantial portion of the variation in entitativity. Seven properties, except permeability, were positively correlated with entitativity, whereas goals and duration were the most influential predictors of entitativity. Eventually, five clusters of family brands were classified. Cluster 1 family brands were small and have high levels of goals and similarity. Cluster 2 family brands were low in similarity, interaction, and outcomes, but of moderate duration and size. Cluster 3 family brands were high in duration and size, but low in outcomes and similarity. Cluster 4 family brands were relatively low in outcomes, size, importance, and interaction. Cluster 5 family brands were high in duration, goals, and similarity.

Citation:

Joseph Chang and Yung-Chien Lou (2009) ,"The Perception of Family Brand Entitativity and Varieties of Family Brands", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 971-972.