This study investigates the causes and effects of assortment widening and proposes a measurement scale for the concept of intra-brand image confusion in the automotive industry. The concept of an intra-brand image confusion is examined using the example of the automotive industry because this industry sector is one of the most important industry sectors in various Western economies. Consumers use cars to express themselves, and the brands maintain relatively close relationships with their customers. Exploratory and confirmatory factor analysis was used to develop and verify the scale. Structural equation modeling demonstrated the relevance of the intra-brand image confusion construct. The relevance of intra-brand image confusion was quantified, and the presence of such confusion was demonstrated. A reflective method for measuring the construct of intra-brand image confusion is proposed. Validation in other industries, where customers are generally less involved, is needed. Due to the significant drawbacks of assortment widening, practitioners are advised to pay close attention to interdependencies within an assortment. As shown, larger assortments have substantial negative effects on buying-relevant dimensions. The results of this study suggest that expanding assortments is a strategic measure in brand management that clearly has been overdone in the application example of the automotive industry.

这项研究调查了分类扩大的原因和影响，并提出了汽车行业内品牌内图像混淆概念的度量标准。我们以汽车行业为例来研究品牌内形象混淆的概念，因为该行业是西方各个经济体中最重要的行业之一。消费者使用汽车来表达自己，品牌与顾客之间保持相对紧密的关系。探索性和验证性因素分析用于制定和验证量表。结构方程建模证明了品牌内图像混淆构造的相关性。量化了品牌内图像混淆的相关性，并证明了这种混淆的存在。提出了一种测量品牌内图像混淆结构的反射方法。需要在通常不涉及客户的其他行业进行验证。由于扩大分类的显着弊端，建议从业人员要密切注意分类内的相互依赖性。如图所示，较大种类的商品对与购买相关的尺寸具有实质性的负面影响。这项研究的结果表明，扩大品种是品牌管理中的一项战略措施，在汽车行业的应用实例中显然已经过分了。建议从业人员密切注意分类中的相互依赖性。如图所示，较大种类的商品对与购买相关的尺寸具有实质性的负面影响。这项研究的结果表明，扩大品种是品牌管理中的一项战略措施，在汽车行业的应用示例中显然已经过分了。建议从业人员密切注意分类中的相互依赖性。如图所示，较大种类的商品对与购买相关的尺寸具有实质性的负面影响。这项研究的结果表明，扩大品种是品牌管理中的一项战略措施，在汽车行业的应用示例中显然已经过分了。