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

      Lau, Yu Hang Francis; Faculty of Business Programs
      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.