The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies
Abstract
This article investigates the relation between alternative brand extension strategies and negative feedback effects of such extensions. We examine situations in which extensions may dilute family brand beliefs and create negative affect and how a sub‐branding strategy (a new brand name in conjunction with a family brand name) may mitigate these effects. We find negative feedback effects when (a) extensions are perceived as belonging to a product category dissimilar from those associated with the family brand and (b) extension attribute information is inconsistent with image beliefs associated with the family brand. Relative to a direct extension, a sub‐branding strategy mitigated these negative feedback effects and improved consumer evaluations of extensions belonging to dissimilar product categories.
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Cites
Cognitive processes in the revision of stereotypic beliefs.
Weber, R., & Crocker, J. (1983) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.45.5.961 · Cited by 805
Cited by
Berens, G., van Riel, C. B. M., & van Bruggen, G. H. (2005) · Journal of Marketing · doi:10.1509/jmkg.69.3.35.66357 · Cited by 744
Metadata
- Authors
- Milberg, S. J., Whan Park, C., & McCarthy, M. S.
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 1997-01
- Volume
- 6
- Issue
- 2
- Pages
- 119-140
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W2095119641
- Cited by
- 292
- References
- 1
- FWCI
- 15.76
- Type
- journal article
- Language
- en
- Open access
- closed
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- Milberg, S. J., Whan Park, C., & McCarthy, M. S. (1997). Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies. Journal of Consumer Psychology. https://doi.org/10.1207/s15327663jcp0602_01
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
