A cross-category and cross-country analysis of umbrella branding for national and store brands

Tülin Erdem, Sue Ryung Chang

Research output: Contribution to journalArticle

27 Citations (Scopus)


The large penetration of store brands has been accelerated by a substantial increase of their availability across various categories. Although store brands have generated tremendous interest in the literature, little work has been done on umbrella branding strategies for store brands. We extend the previous work of Erdem (1998) and Erdem et al. (2004) by studying the learning spillover effects of umbrella brands across categories for both national and store brands. We apply the Multivariate Multinomial Probit Model of cross-category learning across five product categories to study differences across store versus national umbrella brands in three countries (i. e., the United States, the United Kingdom, and Spain). Our results indicate that cross-category learning effects exist between different product categories in consumer packaged goods for both store brands and national umbrella brands, although some of the categories in which correlated learning happens differ between the two. The degree of cross-category learning also varies across categories.

Original languageEnglish
Pages (from-to)86-101
Number of pages16
JournalJournal of the Academy of Marketing Science
Issue number1
Publication statusPublished - 2012 Jan 1


All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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