Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies
This article investigates the relation between alternative brand extension strategies and negative feedback effects of such extensions. We examine situations in which extensions may dilute family brand beliefs and create negative affect and how a sub-branding strategy (a new brand name in conjunctio...
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| Veröffentlicht in: | Journal of consumer psychology 1997, Vol.6 (2), p.119-140 |
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| container_end_page | 140 |
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| container_issue | 2 |
| container_start_page | 119 |
| container_title | Journal of consumer psychology |
| container_volume | 6 |
| creator | Milberg, Sandra J. Whan Park, C. McCarthy, Michael S. |
| description | This article investigates the relation between alternative brand extension strategies and negative feedback effects of such extensions. We examine situations in which extensions may dilute family brand beliefs and create negative affect and how a
sub-branding strategy (a new brand name in conjunction with a family brand name) may mitigate these effects. We find negative feedback effects when (a) extensions are perceived as belonging to a product category dissimilar from those associated with the family brand and (b) extension attribute information is inconsistent with image beliefs associated with the family brand. Relative to a direct extension, a sub-branding strategy mitigated these negative feedback effects and improved consumer evaluations of extensions belonging to dissimilar product categories. |
| doi_str_mv | 10.1207/s15327663jcp0602_01 |
| format | Article |
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sub-branding strategy (a new brand name in conjunction with a family brand name) may mitigate these effects. We find negative feedback effects when (a) extensions are perceived as belonging to a product category dissimilar from those associated with the family brand and (b) extension attribute information is inconsistent with image beliefs associated with the family brand. Relative to a direct extension, a sub-branding strategy mitigated these negative feedback effects and improved consumer evaluations of extensions belonging to dissimilar product categories.</description><identifier>ISSN: 1057-7408</identifier><identifier>EISSN: 1532-7663</identifier><identifier>DOI: 10.1207/s15327663jcp0602_01</identifier><language>eng</language><publisher>Elsevier Inc</publisher><subject>Brand image ; Brands ; Consumer attitudes ; Consumer research ; Control groups ; Family names ; House brands ; Information attributes ; Marketing ; Negative feedback</subject><ispartof>Journal of consumer psychology, 1997, Vol.6 (2), p.119-140</ispartof><rights>1997 Elsevier, Inc</rights><rights>Copyright 1997 Lawrence Erlbaum Associates, Inc.</rights><rights>1997 Society for Consumer Psychology</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c2889-391fd2300f1c36a79fe61794970ccf137a72878d62c1799a8af47067c337b4033</citedby><cites>FETCH-LOGICAL-c2889-391fd2300f1c36a79fe61794970ccf137a72878d62c1799a8af47067c337b4033</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.jstor.org/stable/pdf/1480653$$EPDF$$P50$$Gjstor$$H</linktopdf><linktohtml>$$Uhttps://www.jstor.org/stable/1480653$$EHTML$$P50$$Gjstor$$H</linktohtml><link.rule.ids>314,776,780,799,1411,4009,27902,27903,27904,45553,45554,57995,58228</link.rule.ids></links><search><creatorcontrib>Milberg, Sandra J.</creatorcontrib><creatorcontrib>Whan Park, C.</creatorcontrib><creatorcontrib>McCarthy, Michael S.</creatorcontrib><title>Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies</title><title>Journal of consumer psychology</title><description>This article investigates the relation between alternative brand extension strategies and negative feedback effects of such extensions. We examine situations in which extensions may dilute family brand beliefs and create negative affect and how a
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| fulltext | fulltext |
| identifier | ISSN: 1057-7408 |
| ispartof | Journal of consumer psychology, 1997, Vol.6 (2), p.119-140 |
| issn | 1057-7408 1532-7663 |
| language | eng |
| recordid | cdi_crossref_primary_10_1207_s15327663jcp0602_01 |
| source | Wiley Online Library Journals Frontfile Complete; EBSCOhost Business Source Complete; Jstor Complete Legacy |
| subjects | Brand image Brands Consumer attitudes Consumer research Control groups Family names House brands Information attributes Marketing Negative feedback |
| title | Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies |
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