The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

1994 ◽  
Vol 31 (2) ◽  
pp. 229 ◽  
Author(s):  
Peter A. Dacin ◽  
Daniel C. Smith
Keyword(s):  
Brand Extensions ◽  
Consumer Evaluations ◽  
Brand Portfolio

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

1994 ◽  
Vol 31 (2) ◽  
pp. 229-242 ◽  
Author(s):  
Peter A. Dacin ◽  
Daniel C. Smith
Keyword(s):  
Laboratory Experiments ◽  
Positive Relationship ◽  
Brand Management ◽  
Brand Extensions ◽  
Theory And Practice ◽  
Brand Strength ◽  
Consumer Evaluations ◽  
Product Categories ◽  
Brand Portfolio

A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers’ confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers’ confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers’ confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.

Consumer Evaluations of Brand Extensions

1990 ◽  
Vol 54 (1) ◽  
pp. 27 ◽  
Author(s):  
David A. Aaker ◽  
Kevin Lane Keller
Keyword(s):  
Brand Extensions ◽  
Consumer Evaluations

Consumer Evaluations of Service Brand Extensions

2001 ◽  
Vol 3 (3) ◽  
pp. 220-231 ◽  
Author(s):  
Allard C. R. van Riel ◽  
Jos Lemmink ◽  
Hans Ouwersloot
Keyword(s):  
Brand Extensions ◽  
Consumer Evaluations ◽  
Service Brand

Consumer Evaluations of Brand Extensions

1990 ◽  
Vol 54 (1) ◽  
pp. 27-41 ◽  
Author(s):  
David A. Aaker ◽  
Kevin Lane Keller
Keyword(s):  
Brand Extensions ◽  
Consumer Evaluations

scholarly journals FACTORS AFFECTING CONSUMER EVALUATIONS OF BRAND EXTENSIONS

2010 ◽  
Vol 24 (1) ◽  
pp. 67-90
Author(s):  
Özge Sığırcı ◽  
A. Müge Yalçın
Keyword(s):  
Brand Extensions ◽  
Consumer Evaluations ◽  
Factors Affecting

Product difficulty incongruity and consumer evaluations of brand extensions

2010 ◽  
Vol 17 (5) ◽  
pp. 340-348 ◽  
Author(s):  
Yeqing Bao ◽  
Shibin Sheng ◽  
Innocent Nkwocha
Keyword(s):  
Brand Extensions ◽  
Consumer Evaluations
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