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

By Sanjay Sood, Kevin Lane Keller. 2012

111 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2ddf0425822cb3482b465df9d2127e489dd1c78c

How researchers see this paper

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

In Marketing

1. W. Choi
2. K. Winterich

In Organizational Behavior and Human Resource Management

1. W. Choi
2. K. Winterich

In Sociology and Political Science

1. W. Choi
2. K. Winterich

Citations in the corpus

• Can Brands Move in from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes (2013, methodology): “We assessed brand attitudes using four items (in-group: = .92; out-group brand: =.95) on a seven-point scale (Sood and Keller 2012; White and Dahl 2007).”
• Sport Brands: Brand Relationships and Consumer Behavior (2020, unknown): “…1986), which indicates meaning is transferred in the mind of consumers between related brands, previous studies demonstrated that sub-brands can impact the evaluation of the master brand in either diluting or enhancing the corporate brand image (Balachander & Ghose, 2003; Sood & Keller, 2012).”