News and events Tilburg University

Paper by Inge Geyskens and Marnik Dekimpe accepted in Journal of Marketing Research

Published: 16th April 2020 Last updated: 21st November 2021

Inge Geyskens and Marnik Dekimpe have their paper accepted together with our former PhD student Kristopher Keller (now at the University of North Carolina at Chapel Hill) on: “Opening the Umbrella: The Effect of Rebranding Multiple Category Specific Private-Label Brands to One Umbrella Brand”.

Abstract Opening the Umbrella: The Effect of Rebranding Multiple Category Specific Private-Label Brands to One Umbrella Brand

The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: an increased intrinsic brand strength and an improved marketing-mix effectiveness. The authors analyze three substantially different retailers who rebranded one of their PL tiers. Consistent with the national brand (NB) literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand strength, along with a reduced price elasticity. However, and in contrast to the NB literature, the effectiveness of both price-promoting and assortment size dropped for all three retailers after they unified their category-specific PLs under a common umbrella name.