Abstract
This dissertation is the first study to propose and empirically test a framework outlining factors that influence the choice of brand acquisitions versus brand creations in a brand portfolio expansion strategy. Drawing on research on make-or-buy decisions, a multilevel interdisciplinary conceptual model was developed, identifying three potential levels of influence: the market, the firm, and the brand portfolio. Twenty-two firms were selected from the ACSI sample of firms, and secondary data sources were utilized to collect data for the variables in the analysis. The model was tested using logistic regression. The results revealed that factors at the market and firm levels seemed to have the greatest influence. Competitive Intensity of the market has the strongest effect on the choice of brand portfolio expansion strategy, followed by the firm’s Financial Leverage, Market Concentration, and Market Growth. The contributions of the study and directions for future research are also discussed.
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