The Effect of Brand Crowding on Brand Differentiation: The Moderating Effect of Product Knowledge

Brand differentiation is a commonly examined phenomenon in marketing. Among the many antecedents of brand differentiation, brand crowding has not been examined, especially in the context of the chocolate industry. This paper proposes that brand crowding has a positive effect on brand differentiation. It further suggests that product knowledge has a positive effect on this relationship while brand differentiation has a positive effect on both brand preference and purchase intention. Chocolate brands are used in one study to test the hypotheses. Examining the relationship between brand crowding and brand differentiation will help marketing managers create strategies to ensure crowding does not have an adverse effect on their brands.

Name thesis:degree_name

M.Sc. Management

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Faculty of Business

Department dc:contributor.department

Faculty of Business Programs

Grantor

Brock University

Year dc:date.issued

2018

Author dc:creator

• Lau, Yu Hang Francis

• Brand Differentiation
• Brand Crowding
• Product Knowledge
• Purchase Intention
• Brand Preference

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/10464/13477

OAI identifier oai:identifier

oai:brocku.scholaris.ca:10464/13477