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Cominance and Dilution : The Effect of Extending Master Brands
Oleh:
Siew, Meng Leong
Jenis:
Article from Bulletin/Magazine
Dalam koleksi:
The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 5 (1997)
,
page 380-390.
Topik:
brand
;
brand equity
;
brand extensions
;
brand images
Ketersediaan
Perpustakaan Pusat (Semanggi)
Nomor Panggil:
JJ124.1
Non-tandon:
1 (dapat dipinjam: 0)
Tandon:
tidak ada
Lihat Detail Induk
Isi artikel
Examines the effects of extending master brands - brands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally manipulated - category dominance, the success of an extension, and the similarity between the extended and original products. The results indicated that a brand’s association with its original product category was diluted when an extension failed. This effect was moderated by category dominance prior to the extension. Specifically, the dilution effect was less pronounced for master brands than for brands which were less dominant in a product category. However, the similarity between the extended and original product categories did not moderate the dilution effects of master and less dominant brand extensions.
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