We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs …-individual influence of an experience with an extension on evaluations of the core brand. We find support for the microtheoretical notion … that the valence of the experience with an extension has asymmetric effects on parent brand attitudes depending on the …

This paper asks whether brand extension can serve as a signal of product quality given that it costs less than a new … brand. (Existing literature has assumed either that brand extension is cost-neutral or that it costs more.) I show that it … unique; a pooling equilibrium also exists in which brand extension signals nothing. For another, the separating equilibrium …

An investigation of the effects of consumer evaluations on family brand image, as a result of extension congruity … dilution effect, respectively, to broadcaster brand image, with program sub-brand salience increasing these effects. Congruity …/incongruity of program image also produces enhancement and dilution effects in broadcaster brand image, in both ratings of perceived …

This study explores the impact of brand relationship quality and brand naming strategies on the success of brand … naming strategy chosen for the new product (parent brand vs. sub-brand prominence), and the level of brand relationship … quality (high vs. low). The dependent variable is the consumers' evaluation of brand extension. The findings suggest that when …