Brand Equity Dilution

By Kevin Lane Keller, Sanjay Sood. 2003

146 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/125bdd4b076c6c7903ad1b012da209ea3938f070

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

1. E. M. Salinas
2. J. Pérez
3. Muneer Alrwashdeh
4. David Martín-Consuegra

Citations in the corpus

• Modeling the brand extensions' influence on brand image (2009, background): “Keller and Sood (2003) state that parent brand dilution is more likely to occur when the experience with the new category is wider (“strength”), when consumers consider the extension as relevant for the brand (“diagnosis”) and when the experience is more incongruent with the brand image…”