Detail Managing Negative Feedback Effects Associated With Brand Extensions : The Impact of Alternative Branding Strategies   Oleh:  McCarthy, Michael S. ; Milberg, Sandra J. ; Park, C. Whan Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 6 no. 2 (1997), page 119-140. Topik: FEEDBACKS; feedback; brand extension; branding strategies Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel 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 an 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 incosistent with image beliefs associated with the family brand. Relative to a direct extension, a sub - branding strategy mitigated these negative feedback effects and improved customer evaluations of extensions belonging to dissimilar product categories. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved