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Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?
Home
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Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?
Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?
BL
Barbara Loken
Barbara Loken
DJ
Deborah Roedder John
Deborah Roedder John
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1 July 1993
journal article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 57
(3)
,
71
https://doi.org/10.2307/1251855
Abstract
This paper examines situations in which brand extensions are more or less likely to dilute beliefs associated with the family brand name. The results of an expe...
Keywords
BRAND EXTENSIONS
DILUTING BRAND BELIEFS
NEGATIVE IMPACT
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Open Access
Cited by 348 articles