IDEAS home Printed from https://ideas.repec.org/p/ivi/wpasec/2010-07.html
   My bibliography  Save this paper

Contribution of individual to collective brands

Author

Listed:
  • Francisco Mas Ruiz

    () (Universidad de Alicante)

  • Juan Luis Nicolau Gonzálbez

    () (Universidad de Alicante)

Abstract

Traditionally, literature estimates the equity of a brand or its extension but it pays little attention to collective brand equity even though collective branding is increasingly used to differentiate the homogenous products of different firms or organizations. We propose an approach that estimates the incremental effect of individual brands (or the contribution of individual brands) on collective brand equity through the various stages of a consumer hierarchical buying choice process in which decisions are nested: “whether to buy”, “what collective brand to buy” and “what individual brand to buy”. This proposal follows the approach of the Random Utility Theory, and it is theoretically argued through the Associative Networks Theory and the cybernetic model of decision making. The empirical analysis carried out in the area of collective brands in Spanish tourism finds a three-stage hierarchical sequence, and estimates the contribution of individual brands to the equity of the collective brands of “Sun, Sea and Sand” and of “World Heritage Cities”. La literatura ha puesto énfasis en el análisis del valor de una marca o sus extensiones, pero se ha centrado menos en el valor de la marca colectiva, aunque su uso empresarial sea cada vez mayor con el fin de diferenciar los productos homogéneos de diferentes organizaciones. Proponemos un enfoque que estima el efecto incremental de las marcas individuales (es decir, la contribución individual de cada marca) en el valor de la marca colectiva a través de un proceso de compra jerárquica en varias etapas en el que las decisiones están anidadas: “si comprar o no”, “qué marca colectiva comprar” y “qué marca individual comprar”. Esta propuesta sigue el enfoque de la Teoría de la Utilidad Aleatoria, y se argumenta a través de la Teoría de Redes Asociativas y el Modelo Cibernético de Decisión. La aplicación empírica desarrollada en el área de las marcas turísticas colectivas detecta una secuencia en tres etapas, y estima la contribución de las marcas individuales en el valor de las marcas colectivas “Sol y playa” y “Ciudades Patrimonio de la Humanidad”.

Suggested Citation

  • Francisco Mas Ruiz & Juan Luis Nicolau Gonzálbez, 2010. "Contribution of individual to collective brands," Working Papers. Serie EC 2010-07, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
  • Handle: RePEc:ivi:wpasec:2010-07
    as

    Download full text from publisher

    File URL: http://www.ivie.es/downloads/docs/wpasec/wpasec-2010-07.pdf
    File Function: Fisrt version / Primera version, 2010
    Download Restriction: no

    References listed on IDEAS

    as
    1. Maria Teresa Balaguer-Coll & Diego Prior & Emili Tortosa-Ausina, 2010. "Devolution dynamics of Spanish local government," Environment and Planning A, Pion Ltd, London, vol. 42(6), pages 1476-1495, June.
    2. Jacint Balaguer Coll & José C. Pernías, 2010. "Spatial density, average prices and price dispersion. Evidence from the Spanish hotel industry," Working Papers. Serie EC 2010-03, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    3. Francisco José Goerlich Gisbert & Rafael Pinilla Pallejà, 2009. "Esperanzas de vida libres de discapacidad por sexo y comunidad autónoma: 2004-2006," Working Papers. Serie EC 2009-13, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    4. Pilar Beneito López & Amparo Sanchis Llopis & María Engracia Rochina Barrachina, 2009. "The role of learning in innovation: in-house versus externally contracted R&D experience," Working Papers. Serie EC 2009-11, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. David Wuepper & Marc Patry, 2017. "The World Heritage list: Which sites promote the brand? A big data spatial econometrics approach," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 41(1), pages 1-21, February.

    More about this item

    Keywords

    valor de marca colectiva; proceso de elección multi-etápico; Modelo Logit con coeficientes aleatorios collective brand equity; consumer multi-stage choice process; random parameter Logit Model;

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ivi:wpasec:2010-07. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Departamento de Edición). General contact details of provider: http://edirc.repec.org/data/ievages.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.