2,584
Views
73
CrossRef citations to date
0
Altmetric
Original Articles

Factors Influencing Successful Brand Extensions

, &
Pages 781-806 | Published online: 23 Mar 2012

References

  • Aaker , David A. 1991 . Managing Brand Equity: Capitalizing on the Value of a Brand Name , 224 New York : The Free Press .
  • Aaker , David A. 1996 . Building Strong Brands , 380 New York : The Free Press .
  • Aaker , David A. and Keller , Kevin Lane . 1990 . Consumer Evaluations of Brand Extensions . Journal of Marketing , 54 January : 27 – 41 .
  • Ahluwalia , Rohini and Gürhan-Canli , Zeynep . 2000 . The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective . Journal of Consumer Research , 27 December : 371 – 381 .
  • Baker , W. , Hutchinson , J. Wesley , Moore , D. and Nedungadi , P. 1986 . “ Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preferences ” . In Advances in Consumer Research , Edited by: Lutz , R.J. Vol. 13 , 146 – 147 . Association for Consumer Research .
  • Barone , Michael J. , Miniard , Paul W. and Romeo , Jean B. 2000 . The Influence of Positive Mood on Brand Extension Evaluations . Journal of Consumer Research , 26 March : 386 – 400 .
  • Bauer , Raymond A. 1960 . “ Consumer Behavior as Risk Taking ” . In Dynamic Marketing for a Changing World , Edited by: Hancock , Robert S. 389 – 398 . American Marketing Association .
  • Berlyne , Daniel . 1970 . Novelty, Complexity, and Hedonic Values . Perception and Psychophysics , 8 November : 279 – 286 .
  • Berry , Leonard L. 1999 . Discovering the Soul of Services: The Nine Drivers of Sustainable Business Success , New York : Free Press .
  • Booz , Allen and Hamilton . 1982 . New Product Management for the 1980s , New York : Booz, Allen, and Hamilton .
  • Boush , David M. 1993 . How Advertising Slogans Can Prime Evaluations of Brand Extensions . Psychology & Marketing , 10 January/February : 67 – 78 .
  • Boush , David M. and Loken , Barbara . 1991 . A Process Tracing Study of Brand Extension Evaluation . Journal of Marketing Research , 28 February : 16 – 28 .
  • Boush , David M. , Shipp , S. , Loken , B. , Gencturk , E. , Crockett , S. , Kennedy , E. , Minshall , B. , Misurell , D. , Rochford , L. and Strobel , J. 1987 . Affect Generalization to Similar and Dissimilar Brand Extensions . Psychology & Marketing , 4 ( 3 ) : 225 – 237 .
  • Bottomley , Paul A. and Doyle , John R. 1996 . The Formation of Attitudes towards Brand Extensions: Testing and Generalising Aaker and Keller’s Model . International Journal of Research in Marketing , 13 : 365 – 377 .
  • Broniarczyk , Susan M. and Alba , Joseph W. 1994 . The Importance of the Brand in Brand Extension . Journal of Marketing Research , 31 May : 214 – 228 .
  • Court , David C. , Leiter , Mark G. and Loch , Mark A. 1999 . Brandleverage . The McKinsey Quarterly , 2 : 101 – 110 .
  • Cox , Donald F. 1967 . Risk Taking and Information Handling in Consumer behavior , Boston : A. Division of Research, Graduate School of Business Administration, Harvard University .
  • Crawford , C. Merle . 1977 . Marketing Research and the New Product Failure Rate . Journal of Marketing , 41 April : 51 – 61 .
  • Dacin , Peter A. and Smith , Daniel C. 1994 . The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions . Journal of Marketing Research , 31 May : 229 – 242 .
  • de Chernatony , L. 2001 . From Brand Vision to Brand Evaluation , Oxford : Butterworth-Heinemann .
  • Derbaix , C. 1983 . Perceived Risk and Risk Relievers: An Empirical Investigation . Journal of Economic Psychology , 3 : 19 – 38 .
  • Dholakia , U.M. 1997 . “ An Investigation of the Relationship between Perceived Risk and Product Involvement ” . In Advances in Consumer Research Edited by: Brucks , Merrie and MacInnis , Deborah J. Vol. 14 , 159 – 167 .
  • Dowling , Grahame R. and Staelin , Richard . 1994 . A Model of Perceived Risk and Intended Risk-handling Activity . Journal of Consumer Research , 21 June : 119 – 134 .
  • Engel , James F. , Blackwell , Roger D. and Miniard , Paul W. 1990 . Consumer Behavior , New York : Dryden Press .
  • Fishbein , Martin and Ajzen , Izek . 1975 . Belief, Attitude, Intension and Behavior: An Introduction to Theory and Research , Reading , MA : Addison-Wesley .
  • Fombrun , Charles and van Riel , Cees . 1997 . The Reputational Landscape . Corporate Reputation Review , 1 ( 1 and 2 ) : 5 – 13 .
  • Gemünden , Hans G. 1985 . Perceived Risk and Information Search. A Systematic Meta-analysis of the Empirical Evidence . International Journal of Research in Marketing , 2 : 79 – 100 .
  • Gronhaug , Kjell and Stone , Robert N. 1995 . Why Perceived Risk Failed to Achieve Middle Range Theory Status: A Retrospective Research Note . European Advances in Consumer Research , 2 : 1 – 6 .
  • Gürhan-Canli , Zeynep and Maheswaran , Durairaj . 1998 . The Effects of Extensions on Brand Name Dilution and Enhancement . Journal of Marketing Research , 35 November : 464 – 473 .
  • Herr , Paul M. , Farquhar , Peter H. and Fazio , Russel H. 1996 . Impact of Dominance and Relatedness on Brand Extensions . Journal of Consumer Psychology , 5 ( 2 ) : 135 – 159 .
  • Hofstede , Geerd . 1980 . Cultures Consequences , Beverly Hills , CA : Sage Publications .
  • John , Deborah Roedder , Loken , Barbara and Joiner , Christopher . 1998 . The Negative Impact of Extensions: Can Flagship Products Be Diluted? . Journal of Marketing , 62 January : 19 – 32 .
  • Jun , Sung Youl , Mazumdar , Tridib and Raj , S.P. 1999 . Effects of Technological Hierarchy on Brand Extension Evaluations . Journal of Business Research , 46 : 31 – 43 .
  • Kahneman , Daniel and Tversky , Amos . 1979 . Prospect Theory: An Analysis of Decision under Risk . Econometrica , 47 : 263 – 291 .
  • Kapferer , Jean-Noël and Laurent , Gilles . 1993 . Further Evidence on the Consumer Involvement Profile: Five Antecedents of Involvement . Psychology and Marketing , 10 July/August : 347 – 355 .
  • Keller , Kevin Lane . 2000 . The Brand Report Card . Harvard Business Review , 78 January-February : 147 – 157 .
  • Keller , Kevin Lane . 1998 . Strategic Brand Management , New Jersey : Prentice Hall .
  • Keller , Kevin Lane . 1993 . Conceptualizing, Measuring, and Managing Customer-Based Brand Equity . Journal of Marketing , 57 January : 1 – 22 .
  • Keller , Kevin Lane and Aaker , David A. 1997 . Managing the Corporate Brand: The Effect of Corporate Marketing Activity on Consumer Evaluations of Brand Extensions , Working Paper Report No. 97-106 Cambridge , MA : Marketing Science Institute .
  • Keller , Kevin Lane and Aaker , David A. 1992 . The Effect of Sequential Introduction of Brand Extensions . Journal of Marketing Research , 29 February : 35 – 50 .
  • Keller , Kevin Lane and Sood , Sanjay . 2002/3 . The Effects of Branding Strategies and Product Experience on Brand Evaluations , Forthcoming in Journal of Marketing .
  • Klink , Richard R. and Smith , Daniel C. 2001 . Threats to the External Validity of Brand Extension Research . Journal of Marketing Research , 38 August : 326 – 335 .
  • Lane , Vicki R. 2000 . The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions . Journal of Marketing , 64 April : 80 – 91 .
  • Laurent , Gilles and Kapferer , Jean-Noël . 1985 . Measuring Consumer Involvement Profiles . Journal of Marketing Research , 12 February : 41 – 53 .
  • 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 .
  • Lynch , John G. 1999 . Theory and External Validity . Journal of Academy of Marketing Science , 27 ( Summer ) : 367 – 376 .
  • Mitchell , Vincent-Wayne . 1999 . Consumer Perceived Risk: Conceptualisations and Models . European Journal of Marketing , 33 ( 1-2 )
  • Mitra , Kaushik , Reiss , Michelle C. and Capella , Louis M. 1999 . An Examination of perceived Risk, Information Search and Behavioural Intentions in Search, Experience and Credence Services . The Journal of Services Marketing , 13 ( 3 ) : 208 – 228 .
  • Montoya-Weiss , Mitzi M. and Calantone , Roger . 1994 . Determinants of New product Performance: A Review and Meta-Analysis . Journal of Product Innovation Management , 11 November : 397 – 417 .
  • Morrin , Maureen . 1999 . The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes . Journal of Marketing Research , 36 November : 517 – 525 .
  • Murray , Keith B. and Schlacter , John L. 1990 . The Impact of Services versus Goods on Consumers’ Assessment of Perceived Risk and Variability . Journal of the Academy of Marketing Science , 18 ( l ) : 51 – 65 .
  • Muthukrishnan , A.V. and Weitz , Barton A. 1991 . “ Role of Product Knowledge in Evaluation of Brand Extension ” . In Advances in Consumer Research , Edited by: Holman , R.H. and Solomon , M.R. Vol. 18 , 407 – 413 . Association for Consumer Research .
  • Obermiller , C. 1985 . Varieties of Mere Exposure: The Effects of Processing Style of Affective Response . Journal of Consumer Research , 12 June : 17 – 30 .
  • Ourusoff , A. , Ozanian , M. , Brown , P.B. and Starr , J. 1992 . What’s in a Name? What the World’s Top Brands are Worth . Financial World , September 1 : 32 – 49 .
  • Park , C. Whan , Milberg , Sandra and Lawson , Robert . 1991 . Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency . Journal of Consumer Research , 18 September : 185 – 193 .
  • Rao , Akshay R. and Monroe , Kent B. 1989 . The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review . Journal of Marketing Research , 26 August : 351 – 357 .
  • Rogers , Everet M. 1983 . Diffusion of Innovations , Third Edition : The Free Press .
  • Roselius , Ted . 1971 . Consumer Rankings of Risk Reduction Methods . Journal of Marketing , 35 January : 56 – 61 .
  • Ruyter , Ko de and Wetzels , Martin . 2000 . The Role of Corporate Image and Extension Similarity in Service Brand Extensions . Journal of Economic Psychology , 21 : 639 – 659 .
  • Schultz , Howard . 1997 . Pour Your Heart Into It , New York : Hyperion .
  • Sheinin , Daniel A. 2000 . The Effects of Experience with Brand Extensions on Parent Brand Knowledge . Journal of Business Research , 49 : 47 – 55 .
  • Smith , Daniel C. and Park , C. Whan . 1992 . The Effects of Brand Extensions on Market Share and Advertising Efficiency . Journal of Marketing Research , 29 : 296 – 313 .
  • Steenkamp , Jan-Bendict E.M. and Baumgartner , Hans . 1995 . Development and Cross-cultural Validation of a Short form of CSI as a measure of Optimum Stimulation Level . International Journal of Research in Marketing , 12 : 97 – 104 .
  • Steenkamp , Jan-Bendict E.M. and Baumgartner , Hans . 1992 . The Role of Optimum Stimulation Level in Exploratory Consumer Behavior . Journal of Consumer Research , 19 December : 434 – 448 .
  • Stone , Robert N. and Gronhaug , Kjell . 1993 . Perceived Risk: Further Considerations for the Marketing Discipline . European Journal of Marketing , 27 ( 3 ) : 39 – 50 .
  • Sunde , Lorraine and Brodie , Roderick J. 1993 . Consumer evaluations of brand extensions: Further empirical results . International Journal of Research in Marketing , 10 : 47 – 53 .
  • van Riel , Allard C.R. , Lemmink , Jos and Ouwersloot , Hans . 2000 . “ Extensions of Service Brands: Transfer of Consumer-Based Brand Equity ” . In IAE aix-en-provence, The Eric Langeard International Research seminar in Service Management, Marketing, Strategy Economics, Operations and Human Resources: Insights on Services Activities, Proceedings 575 – 583 .
  • Wernerfelt , Birger . 1988 . Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond . Rand Journal of Economics , 19 ( Autumn ) : 458 – 466 .
  • Winer , Russell S. 1999 . Experimentation in the 21st Century: The Importance of External Validity . Journal of the Academy of Marketing Science , 27 ( Summer ) : 349 – 358 .
  • Zeithaml , Valarie A. 1981 . “ How Consumer Evaluation Processes Differ Between Goods and Services ” . In Marketing of Services , Edited by: Donnelly , James H. and George , William R. 186 – 189 . Chicago : American Marketing Association .
  • Zeithaml , Valarie A. , Berry , Leonard L. and Parasuraman , A. 1996 . The Behavioral Consequences of Service Quality . Journal of Marketing , 60 April : 31 – 46 .
  • Zeithaml , Valarie A. , Parasuraman , A. and Berry , Leonard L. 1985 . Problems and Strategies in Services Marketing . Journal of Marketing , 49 ( Spring ) : 33 – 46 .
  • Zeithaml , Valarie A. and Bitner , Mary Jo . 1995 . Services Marketing , New York : McGraw Hill .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.