search query: @author Loken, B. / total: 6
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| Author: | Loken, B. Roedder John, D. |
| Title: | Diluting brand beliefs. When do brand extensions have a negative impact? (Konsumentenverhalten) |
| Journal: | Journal of Marketing
1993 : JUL, VOL. 57:3, p. 71-84 |
| Index terms: | |
| Freeterms: | MARKENARTIKEL, PRODUKTPOLITIK, PRODUKTEINFÜHRUNG |
| Language: | eng |
| Abstract: | This paper examines situations in which brand extensions are more or less likely to dilute beliefs associated with the family brand name. The results of an experimental investigation indicate that dilution effects do occur when brand extension attributes are inconsistent with the family brand beliefs. The findings held regardless of brand extension category, with the extension category being either the same or different from the categories already occupied by the family brand. Results are discussed. |
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