The impact of cobranding on customer evaluation of brand counterextensions

Journal of Marketing

Volumn 69, Issue 3, 2005, Pages 1-18

  Kumar, Piyush ^a  

^a VANDERBILT UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 22544476235     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.69.3.1.66358     Document Type: Article

References (29)

1. Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press.
2. _ and Kevin Lane Keller (1990), "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54 (January), 27-41.
3. Baron, Reuben M. and David A. Kenny (1986), "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations," Journal of Personality and Social Psychology, 51 (6), 1173-82.
4. Broniarczyk, Susan and Andrew D. Gershoff (2003), "The Reciprocal Effects of Brand Equity and Trivial Attributes," Journal of Marketing Research, 40 (May), 161-75.
5. Cohen, Benjamin and Gregory L. Murphy (1984), "Models of Concepts," Cognitive Science, 8 (1), 27-58.
6. Cohen, Joel B. and Kunal Basu (1987), "Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, 13 (March), 455-72.
7. Day, George S., Allan D. Shocker, and Rajendra K. Srivastava (1979), "Customer-Oriented Approaches to Identifying Product-Markets," Journal of Marketing, 43 (Fall), 8-19.
8. Dhar, Ravi and Steven J. Sherman (1996), "The Effect of Common and Unique Features in Consume Choice," Journal of Consumer Research, 23 (3), 193-203.
9. Eysenck, Michael W. and Mark T. Keanne (1990), Cognitive Psychology. London: Lawrence Erlbaum Associates.
10. Gibson, Richard (1990), "The End of the Line? Overkill on Extensions," The Wall Street Journal, (June 18), B1.
11. Hampton, James E. (1987), "Inheritance of Attributes in Natural Concept Conjunctions," Memory and Cognition, 15 (1), 55-71.
12. _ (1988), "Over-Extension of Conjunctive Concepts: Evidence for a Unitary Model of Concept Typicality and Class Inclusion," Journal of Experimental Psychology: Learning, Memory, and Cognition, 14 (1), 12-32.
13. _ (1997), "Conceptual Combination: Conjunction and Negation of Natural Concepts," Memory and Cognition, 25 (6), 888-909.
14. 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.
15. Meyers-Levy, Joan and Alice Tybout (1989), "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, 16 (June), 39-54.
16. Murphy, Gregory L. (1988), "Comprehending Complex Concepts," Cognitive Science, 12 (4), 529-62.
17. Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis (1986), "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (October), 135-45.
18. _, Sung Youl Jun, and Allan D. Shocker (1996), "Composite Brand Alliances: An Investigation of Extension and Feedback Effects," Journal of Marketing Research, 33 (November), 453-66.
19. _, 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), 185-93.
20. Rao, Akshay R., Lu Qu, and Robert Ruekert (1999), "Signaling Unobservable Product Quality Through a Brand Ally," Journal of Marketing Research, 36 (May), 258-68.
21. _ and Robert W. Ruekert (1994), "Brand Alliances as Signals of Product Quality," Sloan Management Review, 36 (Fall), 87-97.
22. Rosch, Eleanor (1978), "Principles of Categorization," in Cognition and Categorization, Eleanor Rosch and Barbara B. Loyd, eds. Hillsdale, NJ: Lawrence Erlbaum Associates.
23. _ and Carolyn Mervis (1975), "Family Resemblances: Studies in the Internal Structure of Categories," Cognitive Psychology, 1 (4), 573-605.
24. Samu, Sridhar, H. Shanker Krishnan, and Robert E. Smith (1999), "Using Advertising Alliances for New Product Introduction: Interactions Between Product Complementarity and Promotional Strategies," Journal of Marketing, 63 (January), 57-74.
25. Simonin, Bernanrd L. and Julie Ruth (1998), "Is a Company Known by the Company It Keeps?" Journal of Marketing Research, 35 (February), 30-42.
26. 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.
27. Storms, Gert, Paul De Boeck, Iven van Mechelen, and Wim Ruts (1996), "The Dominance Effect in Concept Conjunctions: Generality and Interaction Aspects," Journal of Experimental Psychology: Learning, Memory, and Cognition, 22 (5), 1266-80.
28. Sujan, Mita (1985), "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, 12 (June), 31-46.
29. Tversky, Amos (1977), "Features of Similarity," Psychological Review, 84 (4), 327-52.