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Only the Ugly Face? A Theoretical Model of Brand Dilution
16 references·0 citing·46 second hop
Only the Ugly Face? A Theoretical Model of Brand Dilution (2023)Only the Ugly Face? A Theoretical Model o…Drivers of Brand Extension Success (2006)Drivers of Brand Extension Su…Consumer attitude toward brand extensions: an integrative model and research propositions (2003)Consumer attitude toward bran…Strategic Brand Management: A European Perspective (2002)Strategic Brand Management: A…The Impact of Brand Extension Introduction on Choice (2001)The Impact of Brand Extension…What's in a Name? Reputation as a Tradeable Asset (1999)What's in a Name? Reputation …The Negative Impact of Extensions: Can Flagship Products Be Diluted? (1998)The Negative Impact of Extens…The Effects of Extensions on Brand Name Dilution and Enhancement (1998)The Effects of Extensions on …Double-Sided Moral Hazard and the Nature of Share Contracts (1995)Double-Sided Moral Hazard and…The Importance of the Brand in Brand Extension (1994)The Importance of the Brand i…Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? (1993)Diluting Brand Beliefs: When …The Effects of Sequential Introduction of Brand Extensions (1992)The Effects of Sequential Int…Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency (1991)Evaluation of Brand Extension…Comparative Economic Organization: The Analysis of Discrete Structural Alternatives (1991)Comparative Economic Organiza…Consumer Evaluations of Brand Extensions (1990)Consumer Evaluations of Brand…Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond (1988)Umbrella Branding as a Signal…The Nature of the Firm (1937)The Nature of the FirmCentral and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Market-Based Assets and Shareholder Value: A Framework for Analysis (1998)Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility (2001)The impact of perceived corporate social responsibility on consumer behavior (2005)Advances in Consumer Research (2025)The psychology of interpersonal relations. (1958)Strategic Brand Concept-Image Management (1986)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Developing and validating a multidimensional consumer-based brand equity scale (2001)Brands and Branding: Research Findings and Future Priorities (2006)Schema Congruity as a Basis for Product Evaluation (1989)The Importance of the Brand in Brand Extension (1994)Brands and brand equity: definition and management (2000)Achieving Marketing Objectives through Social Sponsorships (2006)The Role of Market Forces in Assuring Contractual Performance (1981)On the Strategic Stability of Equilibria (1986)Price and Advertising Signals of Product Quality (1986)The link between resources and type of diversification: Theory and evidence (1991)Agglomeration effects and performance: a test of the Texas lodging industry (2001)Self-Concept in Consumer Behavior: A Critical Review (1982)The Reputational Landscape (1997)Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (1998)A theory of contractual structure in agriculture (1985)Improving Channel Coordination Through Franchising (1990)Retail Contracting: Theory and Practice (1997)The Economics of Franchising (2005)Robustness and Linear Contracts (2015)Theory of the firm: Managerial behavior, agency costs and ownership structure (1976)Economic Action and Social Structure: The Problem of Embeddedness (1985)The Sources and Consequences of Embeddedness for the Economic Performance of Organizations: The Network Effect (1996)The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive Advantage (1998)The New Institutional Economics: Taking Stock, Looking Ahead (2000)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)On the Evaluation of Structural Equation Models (1988)Structural equation modeling with AMOS: basic concepts, applications, and programming (2000)Gender Dimensions of Brand Personality (2009)Reflections on customer-based brand equity: perspectives, progress, and priorities (2016)Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries (2020)The Market for "Lemons": Quality Uncertainty and the Market Mechanism (1970)Firms, Contracts, and Financial Structure (1995)Can We Trust Social Capital? (2002)Trust among strangers in internet transactions: Empirical analysis of eBay' s reputation system (2004)Digital Economics (2019)Toward a knowledge‐based theory of the firm (1996)Dynamic capabilities and strategic management (1997)
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References

  • 1937The Nature of the Firm23,826 cited
  • 1991Comparative Economic Organization: The Analysis of Discrete Structural Alternatives7,150 cited
  • 1990Consumer Evaluations of Brand Extensions3,266 cited
  • 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
  • 1992The Effects of Sequential Introduction of Brand Extensions1,281 cited
  • 1988Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond796 cited
  • 1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited
  • 2006Drivers of Brand Extension Success667 cited
  • 1995Double-Sided Moral Hazard and the Nature of Share Contracts537 cited
  • 1999What's in a Name? Reputation as a Tradeable Asset461 cited
  • 1994The Importance of the Brand in Brand Extension435 cited
  • 1998The Negative Impact of Extensions: Can Flagship Products Be Diluted?425 cited
  • 2003Consumer attitude toward brand extensions: an integrative model and research propositions373 cited
  • 1998The Effects of Extensions on Brand Name Dilution and Enhancement309 cited
  • 2002Strategic Brand Management: A European Perspective

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300 cited
  • 2001The Impact of Brand Extension Introduction on Choice289 cited
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