Mega, monster or misplaced? Do portion size brand extensions meet consumer needs?

Journal of Consumer Marketing

Volumn 23, Issue 3, 2006, Pages 123-124

  Quilliam, Elizabeth Taylor ^a  

^a MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

Advertising; Brand extensions

Indexed keywords

EID: 33646887982     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760610663277     Document Type: Article

References (11)

1. Bryant, R. and Dundes, L. (2005), “Portion distortion: a study of college students”, Journal of Consumer Affairs, Vol. 39, Winter, pp. 399-408.
2. CDC (2005), Overweight Prevalence, CDC, Washington, DC.
3. Galloway, C.S., Rotfeld, H.J. and Richards, J.I. (2005), “Holding media responsible for deceptive weight-loss advertising”, West Virginia Law Review, Vol. 107, Winter, pp. 353-84.
4. Galvez, M.P., Frieden, T.R. and Landrigan, P.J. (2003), “Obesity in the 21st century”, Environmental Health Perspectives, Vol. 111 No. 13, pp. A684-A688.
5. Martinez, E. and de Chernatony, L. (2004), “The effect of brand extension strategies upon brand image”, Journal of Consumer Marketing, Vol. 21 No. 1, pp. 39-51.
6. Martinez, E. and Pina, J.M. (2003), “The negative impact of brand extensions on parent brand image”, Journal of Product & Brand Management, Vol. 12 Nos 6-7, pp. 432-48.
7. National Advertising Review Council (NARC) (2004), Guidance for Food Advertising Self-regulation, NARC, New York, NY.
8. Saul, S. (2005), “Drug makers race to cash in on fight against fat”, The New York Times (late national ed.).
9. Strasburger, V.C. (2001), “Children and TV advertising: nowhere to run, nowhere to hide”, Developmental and Behavioral Pediatrics, Vol. 22 No. 3, pp. 185-8.
10. USDA (2005), Dietary Guidelines for Americans, USDA, Washington, DC.
11. Wolburg, J.M. (2005), “Drawing the line between targeting and patronizing: how vulnerable are the vulnerable”, Journal of Consumer Marketing, Vol. 22 No. 5, pp. 287-8.