The effects of brand name structure on brand extension evaluations and parent brand dilution

Journal of Marketing Research

Volumn 49, Issue 3, 2012, Pages 373-382

  Sood, Sanjay ^a   Keller, Kevin Lane ^b  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b DARTMOUTH COLLEGE   (United States)

Author keywords

Brand dilution; Brand naming; Categorization; Product experience; Subbranding

Indexed keywords

EID: 84863728981     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.07.0418     Document Type: Article

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