Abstract
This article investigates brand architecture by analyzing stakeholder perceptions of brand images when a new joint brand is created for the existing brands of three arts organizations. The theoretical framework is based on previous literature on brand architecture and brand image. The empirical study is based on a quantitative, 418-respondent survey among stakeholders of these three arts organizations. The study makes two major theoretical contributions. First, the results show that the new joint brand can be endorsed by the existing sub-brands, contrary to brand-architecture literature. Second, even in the case of a new brand, stakeholders perceive the functional attributes as important.
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