Moving beyond fit: The role of brand portfolio characteristics in consumer evaluations of brand reliability

Journal of Product & Brand Management

Volumn 9, Issue 7, 2000, Pages 457-471

  Delvecchio, Devon ^a  

^a INDIANA UNIVERSITY   (United States)

Author keywords

Brand extensions; Consumer's risk; New product development; Product quality

Indexed keywords

EID: 84986067898     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420010351411     Document Type: Article

References (29)

1. Aaker, D.A., and Keller, K.L. (1990), “Consumer evaluations of brand extensions”, Journal of Marketing, Vol. 54 No. 1, pp. 27-41.
2. Boush, D.M. and Loken, B. (1991), “A process-tracing study of brand extension evaluation”, Journal of Marketing Research, Vol. 28 No. 1, pp. 16-28.
3. Chakravarti, D., MacInnis, D. and Nakamoto, K. (1990), “Product category perceptions, elaborative processing and brand name extension strategies”, in Goldberg, M.E, Gorn, G. and Pollay, R.W. (Eds), Advances in Consumer Research, Association for Consumer Research, Provo, UT, pp. 910-16.
4. Chronbach, L.J. (1987), “Statistical tests for moderated variables: flaws in analyses recently proposed”, Psychology Bulletin, Vol. 102 No. 3, pp. 414-17.
5. Cox, D.F. (1967), Risk Taking and Information Handling in Consumer Behavior, Harvard Business School, Cambridge, MA.
6. Dacin, P.A. and Smith, D.C. (1994), “The effect of brand portfolio characteristics on consumer evaluations of brand extensions”, Journal of Marketing Research, Vol. 31 No. 2, pp. 229-42.
7. Dawar, N. and Anderson, P.F. (1994), “The effects of order and direction on multiple brand extensions”, Journal of Business Research, Vol. 30 No. 2, pp 119-29.
8. Farquhar, P.H. (1990), “Managing brand equity”, Journal of Advertising Research, Vol. 30 No. 4, pp. RC-7-RC-12.
9. Gallo, A.E. (1992), “Record number of new products in 1991”, Food Review, Vol. 15 No. 3, pp. 19-21.
10. Herr, P.M., Farquhar, P.H. and Fazio R.H. (1996), “Impact of dominance and relatedness on brand extensions”, Journal of Consumer Psychology, Vol. 5 No. 2, pp. 135-59.
11. John, D.R., Loken, B. and Joiner, C. (1998), “The negative impact of extensions: can flagship products be diluted?”, Journal of Marketing, Vol. 62 No. 1, pp. 19-32.
12. Keller, K.L. and Aaker, D.A. (1992), “The effects of sequential introduction of brand extensions”, Journal of Marketing Research, Vol. 29 No. 1, pp. 35-50.
13. Lane, V.R. (2000), “The impact of ad repetition and ad content on consumer perceptions of incongruent extensions”, Journal of Marketing, Vol. 64 No. 2, pp. 80-91.
14. Levy, M. (1997), “Brand stretching persuasion gains consumer permission”, Brand Strategy, 24 October, pp. 3-5.
15. Loken, B. and John, D.R. (1993), “Diluting brand beliefs: when do brand extensions have a negative impact?”, Journal of Marketing, Vol. 57 No. 3, pp. 71-84.
16. Minnesota Consumer Behavior Seminar (1987), “Affect generalization to similar and dissimilar brand extensions”, Psychology and Marketing, Vol. 4 No. 3, pp. 225-37.
17. Montgomery, C.A. and Wernerfelt, B. (1992), “Risk reduction and umbrella branding”, Journal of Business, Vol. 65 No. 1, pp. 31-50.
18. Morrin, M (1999), “The impact of brand extensions on parent brand memory structures and retrieval processes”, Journal of Marketing Research, Vol 36 No. 4, pp. 517-25.
19. Nisbett, R.E., Krantz, D.H., Jepson, C. and Kunda, Z. (1983), “The use of statistical heuristics in everyday inductive reasoning”, Psychological Review, Vol. 90 No. 4, pp. 339-63.
20. Park, C.W. and Lessig, P.V. (1981), “Familiarity and its impact on consumer decision biases and heuristics”, Journal of Consumer Research, Vol. 8 No. 2, pp. 223-30.
21. Park, C.W., Milberg, S. and Lawson, R. (1990), “Strategic brand concept-image management”, Journal of Marketing, Vol. 50 No. 4, pp. 621-35.
22. Park, C.W., Milberg, S. and Lawson, R. (1991), “Evaluation of brand extensions: the role of product feature similarity and brand concept consistency”, Journal of Consumer Research, Vol. 18 No. 2, pp. 185-93.
23. Ries, A. and Trout, J. (1986), Positioning: The Battle for Your Mind, McGraw-Hill, New York, NY
24. Roselius, T. (1971), “Consumer rankings of risk reduction methods”, Journal of Marketing, Vol. 35 No. 1, pp. 56-61.
25. Sheth, J.N. and Venkatesan, M (1968), “Risk-reduction behavior in repetitive consumer behavior”, Journal of Marketing Research, Vol. 5 No. 3, pp. 307-10.
26. Smith, D.C. and Andrews, J. (1995), “Rethinking the effect of perceived fit on customers’ evaluations of new products”, Journal of the Academy of Marketing Science, Vol. 23 No. 1, pp. 4-14.
27. Smith, D.C. and Park, C.W. (1992), “The effects of brand extensions on market share and advertising efficiency”, Journal of Marketing Research, Vol. 29 No. 3, pp 296-313.
28. Tauber, E. (1981), “Brand franchise extensions: new products benefit from existing brand names”, Business Horizons, Vol. 24 No. 2, pp. 36-41.
29. Wernerfelt, B. (1988), “Umbrella branding as a signal of new product quality: an example of signalling by posting a bond”, Rand Journal of Economics, Vol. 19 No. 4, pp. 458-66.