The Effects of Brand Name Structure and Product Experience on Brand Extension Evaluations and Parent Brand Dilution

Five laboratory experiments explore how alternative brand name structures (i.e., family branded or sub-branded) and varying degrees of category similarity (i.e., similar or dissimilar) influence the effects of product experience on extension evaluations and parent brand dilution. Response latencies provided evidence for category-based processing with family branded extensions and piecemeal processing for sub-branded extensions. These processing differences subsequently led to differences in extension evaluations and dilution effects. Specifically, category similarity affected extension evaluations when the extension was family branded but not when it was sub-branded. Additionally, dilution effects were only evident when consumers had a negative experience (vs. no experience or negative product ratings) with a similar family branded extension. Sub-branding offers two key benefits to marketers by both enhancing extension evaluations and protecting the parent brand from any unwanted negative feedback.



Citation:

Sanjay Sood and Kevin Keller (2007) ,"The Effects of Brand Name Structure and Product Experience on Brand Extension Evaluations and Parent Brand Dilution", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 580-582.

Authors

Sanjay Sood, Anderson School of Management, University of California, Los Angeles
Kevin Keller, Amos Tuck School, Dartmouth College



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More

Featured

A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes

Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy

Read More

Featured

The Effect of Identity Conflict on Price Sensitivity

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.