The Negative Impact of Extensions: Can Flagship Products be Diluted?

Journal of Marketing

Volumn 62, Issue 1, 1998, Pages 19-32

  John, Deborah Roedder ^a   Loken, Barbara ^a   Joiner, Christopher ^b  

^a UNIVERSITY OF MINNESOTA   (United States)

^b KANSAS STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85107982698     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1177/002224299806200103     Document Type: Article

References (15)

1. Alloy Lauren B., and Tabachnik Naomi, (1984), “Assessment of Covariation by Humans and Animals: The Joint Influence of Prior Expectations and Current Situational Information,” Psychological Review, 91 (January), 112–49.
2. Anderson John R., (1983), The Architecture of Cognition. Cambridge, MA: Harvard University Press.
3. Collins Alan M., and Loftus Elizabeth F., (1975), “A Spreading Activation Theory of Semantic Processing,” Psychological Review, 87 (6), 407–28.
4. Fazio Russel H., Powell Martha C., and Williams Carol J., (1989), “The Role of Attitude Accessibility in the Attitude-to-Behavior Process,” Journal of Consumer Research, 16 (December), 280–88.
5. Fazio Russel H., and Zanna Mark P., (1978), “Attitudinal Qualities Relating to the Strength of the Attitude–Behavior Relationship,” Journal of Experimental Social Psychology, 14, 398–408.
6. Feldman Jack M., and Lynch John G., Jr. (1988), “Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior,” Journal of Applied Psychology, 73 (3), 421–35.
7. Herr Paul M., Farquar Peter H., and Fazio Russel H., (1996), “Impact on Dominance and Relatedness on Brand Extensions,” Journal of Consumer Psychology, 5 (2), 135–59.
8. Joiner Christopher, (1995), “Concept Mapping as a Research Tool: Uncovering Consumers’ Knowledge Structure Associations,” working paper.
9. Keller Kevin L., (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1–22.
10. Krosnick Jon A., Boninger David S., Chuang Yao C., Berent Matthew K., and Carnot Catherine G., (1993), “Attitude Strength: One Construct or Many Related Constructs?” Journal of Personality and Social Psychology, 65 (December), 1132–51.
11. Loken Barbara, and John Deborah Roedder, (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?” Journal of Marketing, 57 (July), 71–84.
12. Milberg Sandra J., Whan Park C., and McCarthy Michael S., (1994), “Managing Negative Reciprocity Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies,” working paper.
13. Petty Richard C., and Krosnick Jon A., (1994), Attitude Strength: Antecedents and Consequences. Hillsdale, NJ: Lawrence Erlbaum & Associates.
14. Sullivan Mary, (1990), “Measuring Image Spillovers in Umbrella-Branded Products,” Journal of Business, 63 (3), 309–29.
15. Tauber Edward M., (1988), “Brand Leverage: Strategy for Growth in a Cost-Control World,” Journal of Advertising Research, 28 (August), 26–30.