Examining the Effects of Brand Licensing

Brand licensing still remains under-researched in marketing literature. In this contribution we focus on positive and negative effects of brand licensing. Thereby we differentiate between effects that can become effective in all forms of brand extensions (brand extension specific effects) and effects that are specific to brand licensing situations (brand licensing specific effects). We present the first empirical study on brand licensing specific effects analyzing the effects of prior brand-licensing knowledge on brand and product evaluation. The results show no major evidence of brand licensing specific effects. However, further considerations suggest to address this topic in future studies more extensively.



Citation:

Klaus-Peter Wiedmann and Dirk Ludewig (2006) ,"Examining the Effects of Brand Licensing", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 146-147.

Authors

Klaus-Peter Wiedmann, University of Hanover, Department of Marketing and Management, Germany
Dirk Ludewig, University of Hanover, Department of Marketing and Management, Germany



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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