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Cited by 474

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

Dacin, Peter A., Smith, Daniel C.·1994·Journal of Marketing Research
DOI 10.1177/002224379403100207
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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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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
DOI
10.1177/002224379403100207
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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