Intra-brand image confusion: effects of assortment width on brand image perception

This study investigates the causes and effects of assortment widening and proposes a measurement scale for the concept of intra-brand image confusion in the automotive industry. The concept of an intra-brand image confusion is examined using the example of the automotive industry because this industry sector is one of the most important industry sectors in various Western economies. Consumers use cars to express themselves, and the brands maintain relatively close relationships with their customers. Exploratory and confirmatory factor analysis was used to develop and verify the scale. Structural equation modeling demonstrated the relevance of the intra-brand image confusion construct. The relevance of intra-brand image confusion was quantified, and the presence of such confusion was demonstrated. A reflective method for measuring the construct of intra-brand image confusion is proposed. Validation in other industries, where customers are generally less involved, is needed. Due to the significant drawbacks of assortment widening, practitioners are advised to pay close attention to interdependencies within an assortment. As shown, larger assortments have substantial negative effects on buying-relevant dimensions. The results of this study suggest that expanding assortments is a strategic measure in brand management that clearly has been overdone in the application example of the automotive industry.