Brand associations on the context of brand portfolio strategies: A study of branded house and house of brands

The purpose of this study is to examine the effect of brand variables, determined for brand portfolio strategies, on the consumers' brand portfolio attitude via perceived risk. In the study, in the direction of house of brands and branded house strategies, brand equity, fit, image, reputation, familarity were determined. In order to identify the effect of these variables on consumers' brand attitude through the perceived risk, a model established between brand equity, fit, image, reputation, familarity on perceived risk and brand attitude. In addition, relationship between perceived risk and brand attitude has also been examined. The sample of the study consists of 318 consumers who made purchases from companies that using branded hosuse and branded house strategy. The data was obtained through survey method. By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis method using AMOS 23. According to the results of the path analysis, the effects of brand equity, reputation, and familarity on percieved risk were confirmed both house of brand and branded house strategy. In the branded house strategy, brand equity, fit, image, reputation and perceived risk have effect on consumers' brand attitude. Also, in the branded house strategy, brand equity, fit, reputation, familarity and perceived risk have effect on consumers' brand attitude. Moreover, in the effect of brand equity and reputation on brand attitude, perceieved risk was found to have a partial mediation for the house of brand strategy. In addition, in the effect of brand familarity on brand attitude, full mediation was found for percieved risk. Furthermore, in the branded house strategy, percieved risk have partial mediation role in the effect of brand equity, reputation and familarity on brand attitude. Keywords Brand Portfolio, House of Brand, Branded House, Brand Equity, Brand Reputation, Brand Familarity, Perceived Risk, Brand Attitude, AMOS