The DOI matches its Crossref record; 40 of the 40 references it cites were found in a registry or an index.
The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions
Abstract
A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers’ confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers’ confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers’ confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.
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Cites
Feeling and thinking: Preferences need no inferences.
Zajonc, R. B. (1980) · American Psychologist · doi:10.1037/0003-066x.35.2.151 · Cited by 8,094
Information and Consumer Behavior
Nelson, P. (1970) · Journal of Political Economy · doi:10.1086/259630 · Cited by 5,758
Basic objects in natural categories
Rosch, E., Mervis, C. B., Gray, W. D., Johnson, D. M., & Boyes-Braem, P. (1976) · Cognitive Psychology · doi:10.1016/0010-0285(76)90013-x · Cited by 5,643
D., C. P., Rosch, E., & Loyd, B. B. (1979) · The American Journal of Psychology · doi:10.2307/1421578 · Cited by 5,264
Dimensions of Consumer Expertise
Alba, J. W., & Hutchinson, J. W. (1987) · Journal of Consumer Research · doi:10.1086/209080 · Cited by 4,375
(2002) · Foundations of Cognitive Psychology · doi:10.7551/mitpress/3080.003.0017 · Cited by 3,953
Consumer Evaluations of Brand Extensions
Aaker, D. A., & Keller, K. L. (1990) · Journal of Marketing · doi:10.1177/002224299005400102 · Cited by 3,252
Sherry, J. F., & Sternthal, B. (1992) · Cited by 2,915
Managing Brand Equity: Capitalizing on the Value of a Brand Name
Smith, D. C., & Aaker, D. A. (1992) · Journal of Marketing · doi:10.2307/1252048 · Cited by 2,449
Self-citationStrategic Brand Concept-Image Management
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986) · Journal of Marketing · doi:10.1177/002224298605000401 · Cited by 2,186
Cited by
The Company and the Product: Corporate Associations and Consumer Product Responses
Brown, T. J., & Dacin, P. A. (1997) · Journal of Marketing · doi:10.2307/1252190 · Cited by 4,197
Self-citationMeasuring customer‐based brand equity
Lassar, W., Mittal, B., & Sharma, A. (1995) · Journal of Consumer Marketing · doi:10.1108/07363769510095270 · Cited by 1,379
Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions
Balachander, S., & Ghose, S. (2003) · Journal of Marketing · doi:10.1509/jmkg.67.1.4.18594 · Cited by 417
How cultural differences in uncertainty avoidance affect product perceptions
Anne Lee, J., Garbarino, E., & Lerman, D. (2007) · International Marketing Review · doi:10.1108/02651330710755320 · Cited by 100
Metadata
- Authors
- Dacin, P. A., & Smith, D. C.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1994-05
- Volume
- 31
- Issue
- 2
- Pages
- 229-242
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2314273588
- Cited by
- 474
- References
- 40
- FWCI
- 24.73
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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