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The Impact of Cobranding on Customer Evaluation of Brand Counterextensions

Kumar, Piyush - ;

A brand that successfully extends from its parent category into a new extension category often faces a counterextension by a brand from the extension category back into its own parent category. However, there is little guidance available on how brand extension strategies should be adjusted to mitigate the risk to the parent brand from counterextensions. This research examines the differential impact of co-branded versus solo-branded extensions on customer evaluations of brand counterextensions. It demonstrates that customers evaluate a counterextension less favorably if the preceding extension by the focal brand is co-branded than if it is solo branded. The findings suggest that co-branding not only improves the attribute profile of a brand's own extension but also helps protect the brand against counterextensions. Printed Journal


Ketersediaan

Call NumberLocationAvailable
JM6903PSB lt.dasar - Pascasarjana1
PenerbitChicago, IL: American Marketing Association 2005
EdisiVol. 69, No. 3, Jul., 2005
SubjekCompetition
Brands
Consumer attitudes
Statistical analysis
Branding
Co
Product lines
Extensions
ISBN/ISSN0022-2429
KlasifikasiNONE
Deskripsi Fisik18 p.
Info Detail SpesifikJournal of Marketing
Other Version/RelatedTidak tersedia versi lain
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  • The Impact of Cobranding on Customer Evaluation of Brand Counterextensions

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