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Brand Counterextensions: The Impact of Brand Extension Success versus Failure
In this article, the author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counterextensions. A counterextension is a brand extension that is launched into Category A by Brand 2 that belongs to Category B in a reciprocal direction to a launch of a previous extension into Category B by Brand 1 that belongs to Category A. The results from five studies show that customers evaluate a counterextension more favorably when the preceding extension is a success rather than a failure.
Furthermore, the evaluation of the counterextension is superior if it is launched by a major brand, especially if the previous successful extension was also launched by a major brand. Finally, a successful extension indirectly dilutes a brand and results in a greater loss in choice share to a counterextension than does a failed extension. The key findings generalize to a sequence of extensions across more than one intercategory boundary.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4202 | ADB Repository Online | 1 |
| Penerbit | Chicago: American Marketing Association 2005 |
|---|---|
| Edisi | Vol. 42, No. 2 (May, 2005), pp. 183-194 |
| Subjek | Marketing strategy Brand strategy Brand Counterextensions Consumer Brand Evaluation |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 12 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |