New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice

Marketing Letters

Volumn 12, Issue 1, 2001, Pages 75-90

  Mccarthy, Michael S ^a   Heath, Timothy B ^b   Milberg, Sandra J ^c  

^a MIAMI UNIVERSITY   (United States)

^b UNIVERSITY OF PITTSBURGH   (United States)

^c GEORGETOWN UNIVERSITY   (United States)

Author keywords

Brand equity; Brand extensions; Brand management; Choice; Preference reversals

Indexed keywords

EID: 0013343679     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1023/A:1008128305630     Document Type: Article

References (38)

1. Aaker, David A. and Kevin Lane Keller. (1990). 'Consumer Evaluations of Brand Extensions,' Journal of Marketing 54 (January), 27-41.
2. Barsalou, Lawrence. (1983). 'Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure in Categories,' Journal of Experimental Psychology: Learning, Memory, and Cognition 11(4), 629-654.
3. Boush, David M, Shannon Shipp, Barbara Loken, Esra Gencturk, Susan Crockett, Ellen Kennedy, Bettie Minshall, Dennis Misurell, Linda Rochford, and Jon Strobel. (1987). 'Affect Generalization to Similar and Dissimilar Brand Extensions,' Psychology and Marketing 4(3), 225-237.
4. Boush, David M. and Barbara Loken. (1991). 'A Process Tracing Study of Brand Extension Evaluations,' Journal of Marketing Research 28 (February), 16-28.
5. Buday, Tom. (1989). 'Capitalizing on Brand Extensions,' The Journal of Consumer Marketing, 6 (Fall), 27-30.
6. Brown, Christina and Gregory S. Carpenter. (2000). 'Why is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice,' Journal of Consumer Research, 26 (March), 372-285.
7. Cleary, Paul D. and Ronald Angel. (1984). 'The Analysis of Relationships Involving Dichotomous Dependent Variables,' Journal of Health and Social Behavior 25 (September), 334-348.
8. Dhar, Ravi. (1997). 'Consumer Preference for a No-Choice Option,' Journal of Consumer Research 24 (September), 215-231.
9. Eagly, Alice H. and Shelly Chaiken. (1993). The Psychology of Attitudes. New York: Harcourt Brace Jovanovich.
10. Feinberg, Fred M. Barbara E. Kahn, and Leigh McAlister. (1992). 'Market Share Response When Consumers Seek Variety,' Journal of Marketing Research 29 (May), 227-237.
11. Heath, Timothy B. Subimal Chatterjee, and Karen R. France. (1990). 'Using the Phonemes of Brand Names to Symbolize Brand Attributes,' American Marketing Association Summer Educators' Conference: Proceedings, Washington, August 4-7.
12. Heath, Timothy B. Michael S. McCarthy, and David L. Mothersbaugh. (1994). 'Spokesperson Fame and Vividness Effects in the Context of Issue-relevant Thinking: The Moderating Role of Competitive Setting,' Journal of Consumer Research 20 (March), 520-534.
13. Kahn, Barbara E. and Alice M. Isen. (1993). 'The Influence of Positive Affect on Variety Seeking Among Safe, Enjoyable Products,' Journal of Consumer Research, 20 (September), 257-270.
14. Kane, Chester L. (1987). 'How to Increase the Odds for Successful Brand Extension,' Journal of Product Innovation Management 4 (September), 199-203.
15. Keller, Kevin Lane, Susan E. Heckler, and Michael J. Houston. (1998). 'The Effects of Brand Name Suggestiveness on Advertising Recall,' Journal of Marketing 62 (January), 48-57.
16. Kerlin, Roger A. Gurumurthy Kalyanaram, and Daniel J. Howard. (1996). 'Product Hierarchy and Brand Strategy Influences on the Order of Entry Effect for Consumer Packaged Goods,' Journal of Product Innovation Management 13 (January) 21-34.
17. Loken, Barbara, and Deborah Roedder John. (1993). 'Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?,' Journal of Marketing 57 (July), 71-84.
18. Meyers-Levy, Joan, Therese A. Louie, and Mary T. Curren. (1994). 'How Does the Congruity of Brand Names Affect Evaluations of Brand Name Extensions?,' Journal of Applied Psychology 79(1), 46-53.
19. Milberg, Sandra J.C. Whan Park, and Michael S. McCarthy. (1997). 'Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies,' Journal of Consumer Psychology 6(2), 119-140.
20. Pan, Yigang and Bernd Schmitt. (1996). 'Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English,' Journal of Consumer Psychology 5(3), 263-277.
21. Park, C. Whan, Sandra Milberg, and Robert Lawson. (1991). 'Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,' Journal of Consumer Research 18 (September), 185-193.
22. Petty, Richard E. and John T. Cacioppo. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.
23. Pita, Dennis A. and Lea Prevel Katsanis. (1995). 'Understanding Brand Equity for Successful Brand Extension,' Journal of Consumer Marketing 12(4), 51-64.
24. Ries, Al and Jack Trout. (1993). The Twenty-Two Immutable Laws of Marketing. New York: Harper Collins.
25. Queich, John, and David Kenny. (1994). 'Extend Profits, Not Product Lines,' Harvard Business Review, (September-October), 153-160.
26. Ries, Al and Jack Trout. (1993). The Twenty-Two Immutable Laws of Marketing. New York: Harper Collins.
27. Sharp, Bryon M. (1991). 'The Marketing Value of Brand Extension,' Marketing Intelligence and Planning 9(7), 9-13.
28. Sharp, Bryon M. (1993). 'Managing Brand Extension,' Journal of Consumer Marketing, 10(3), 11-17.
29. Sheinin, Daniel A. (1998). 'Positioning Brand Extensions: Implications for Beliefs and Attitudes,' Journal of Product and Brand Management 7(2), 1137-1147.
30. Sheinin, Daniel A. and Bernd Schmitt. (1994). 'Extending Brands with New Product Concepts: The Role of Category Attribute Congruity, Brand Affect, and Brand Breadth,' Journal of Business Research 31 (September), 1-10.
31. Simonson, Itamar. (1989). 'Choice Based on Reasons: The Case of Attraction and Compromise Effects,' Journal of Consumer Research 16 (September), 158-174.
32. Simonson, Itamar and Amos Tversky. (1992). 'Choice in Context: Tradeoff Contrast and Extremeness Aversion,' Journal of Marketing Research 29 (August), 281-295.
33. Smith, Daniel C. and C. Whan Park. (1992). 'The Effects of Brand Extensions on Market Share and Advertising Efficiency,' Journal of Marketing Research' 29 (August), 296-313.
34. Sullivan, Mary W. (1992). 'Brand Extensions: When to Use Them,' Management Science, 38 (June), 793-806.
35. Tauber, Edward M. (1988). 'Brand Leverage: Strategy for Growth in a Cost-Control World,' Journal of Advertising Research, 28 (August/September), 26-30.
36. Tversy, Amos, Shmuel Sattath, and Paul Slovic. (1988). 'Contingent Weighting in Judgment and Choice,' Psychological Review 95(3), 371-384.
37. Vanden Bergh, Bruce, Keith Adler, and Lauren Oliver. (1997). 'Linguistic Distinction Among Top Brand Names,' Journal of Advertising Research 27 (August-September), 39-44.
38. Weber, Renee and Jennifer Crocker. (1983). 'Cognitive Processes in the Revision of Stereotypic Beliefs,' Journal of Personality and Social Psychology 45(5), 961-977.