Commentaries and Reply to “Can Brand Extension Signal Product Quality?” by Sridhar Moorthy

    Published Online:https://doi.org/10.1287/mksc.1120.0729

    References

    • Aghion P, Fudenberg D, Holden R, Kunimoto T, Tercieux O. Subgame perfect implementation under value pertubations. Quart. J. Econom. (2012) . ForthcomingCrossrefGoogle Scholar
    • Erdem T. An empirical analysis of umbrella branding. J. Marketing Res. (1998) 35(3):339–351CrossrefGoogle Scholar
    • Guyon J, Long J. Coke to put much-cherished trademark on diet cola in a $100 million campaign. Wall Street Journal (1982) July 9):1Google Scholar
    • Moorthy S. Can brand extension signal product quality? Marketing Sci. (2012) 31(5):756–770LinkGoogle Scholar
    • Wernerfelt B. Umbrella branding as a signal of new product quality: An example of signaling by posting a bond. RAND J. Econom. (1988) 19(3):458–466CrossrefGoogle Scholar
    • Ahluwalia R. How far can a brand stretch? Understanding the role of self-construal. J. Marketing Res. (2008) 45(3):337–350CrossrefGoogle Scholar
    • Ahluwalia R, Gürhan-Canli Z. The effects of extensions on the family brand name: An accessibility-diagnosticity perspective. J. Consumer Res. (2000) 27(3):371–381CrossrefGoogle Scholar
    • Broniarczyk SM, Keller KL, Alba JW. Perceptions of brand extensions. Consumer Insights: Findings from Behavioral Research (2011) (Marketing Science Institute, Cambridge, MA) 49–50Google Scholar
    • Erdem T. An empirical analysis of umbrella branding. J. Marketing Res. (1998) 35(3):339–351CrossrefGoogle Scholar
    • Erdem T, Swait J. Brand equity as a signaling phenomenon. J. Consumer Psych. (1998) 7(2):131–157CrossrefGoogle Scholar
    • Erdem T, Swait J, Valenzuela A. Brands as signals: A cross-country validation study. J. Marketing (2006) 70(1):34–49CrossrefGoogle Scholar
    • Gürhan-Canli Z, Maheshwaran D. The effects of extensions on brand name dilution and enhancement. J. Marketing Res. (1998) 35(4):464–473CrossrefGoogle Scholar
    • Janiszewski C, Van Osselaer SMJ. A connectionist model of brand–quality associations. J. Marketing Res. (2000) 37(3):331–350CrossrefGoogle Scholar
    • Kayande U, Roberts JH, Lilien GL, Fong DKH. Mapping the bounds of incoherence: How far can you go and how does it affect your brand? Marketing Sci. (2007) 26(4):504–513LinkGoogle Scholar
    • Keller KL, Aaker DA. The effects of sequential introduction of brand extensions. J. Marketing Res. (1992) 29(1):35–50CrossrefGoogle Scholar
    • Keller KL, Sood S. Brand equity dilution. MIT Sloan Management Rev. (2003) 45(1):12–15Google Scholar
    • Kirmani A, Sood S, Bridges S. The ownership effect in consumer responses to brand line stretches. J. Marketing (1999) 63(1):88–101CrossrefGoogle Scholar
    • Lane V, Jacobson R. Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity. J. Marketing (1995) 59(1):63–77CrossrefGoogle Scholar
    • Lane V, Jacobson R. The reciprocal impact of brand leveraging: Feedback effects from brand extension evaluation to brand evaluation. Marketing Lett. (1997) 8(3):261–271CrossrefGoogle Scholar
    • Loken B, Roedder John D. Diluting brand beliefs: When do brand extensions have a negative impact? J. Marketing (1993) 57(3):71–84CrossrefGoogle Scholar
    • Meyvis T, Janiszewski C. When are broader brands stronger brands? An accessibility perspective on the success of brand extensions. J. Consumer Res. (2004) 31(2):346–357CrossrefGoogle Scholar
    • Milberg SJ, Park CW, McCarthy MS. Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. J. Consumer Psych. (1997) 6(2):119–140CrossrefGoogle Scholar
    • Mizik N, Jacobson R. Trading off between value creation and value appropriation: The financial implications of shifts in strategic emphasis. J. Marketing (2003) 67(1):63–76CrossrefGoogle Scholar
    • Monga AB, Roedder John D. What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. J. Marketing Res. (2010) 74(3):80–92CrossrefGoogle Scholar
    • Moorthy S. Can brand extension signal product quality? Marketing Sci. (2012) 31(5):756–770LinkGoogle Scholar
    • Morgan NA, Rego LL. Brand portfolio strategy and firm performance. J. Marketing (2009) 73(1):59–74CrossrefGoogle Scholar
    • Ng S. Cultural orientation and brand dilution: Impact of motivation level and extension typicality. J. Marketing Res. (2010) 47(1):186–198CrossrefGoogle Scholar
    • Rao VR, Agrawal MK, Dahlhoff D. How is manifest branding strategy related to the intangible value of a corporation? J. Marketing (2004) 68(4):126–141CrossrefGoogle Scholar
    • Roedder John D, Loken B, Joiner C. The negative impact of extensions: Can flagship products be diluted? J. Marketing (1998) 62(1):19–32CrossrefGoogle Scholar
    • Romeo JB. The effect of negative information on the evaluations of brand extensions and the family brand. Adv. Consumer Res. (1991) 18:399–406Google Scholar
    • Shine BC, Park J, Wyer RS. Brand synergy effects in multiple brand extensions. J. Marketing Res. (2007) 44(4):663–670CrossrefGoogle Scholar
    • Sood S, Keller KL. The effects of brand name structure on brand extension evaluations and parent brand dilution. J. Marketing Res. (2012) 49(3):373–382CrossrefGoogle Scholar
    • Swaminathan V, Fox RJ, Reddy SK. The impact of brand extension introduction on choice. J. Marketing (2001) 65(4):1–15CrossrefGoogle Scholar
    • Wernerfelt B. Umbrella branding as a signal of new product quality: An example of signaling by posting a bond. RAND J. Econom. (1988) 19(3):458–466CrossrefGoogle Scholar
    • Yorkston EA, Nunes JC, Matta S. The malleable brand: The role of implicit theories in evaluating brand extensions. J. Marketing (2010) 74(1):80–93CrossrefGoogle Scholar
    • Erdem T. An empirical analysis of umbrella branding. J. Marketing Res. (1998) 35(3):339–351CrossrefGoogle Scholar
    • Keller KL. Economic and behavioral perpectives on brand extension. Marketing Sci. (2012) 31(5):772–776Google Scholar
    • Moorthy S, Soberman D, Soman D. Brand extension strategy: An integrative framework. Flux: What Marketing Managers Need to Know to Navigate the New Environment (2012a) (University of Toronto Press, Toronto) . ForthcomingCrossrefGoogle Scholar
    • Moorthy S. Can brand extension signal product quallity? Marketing Sci. (2012b) 31(5):756–770LinkGoogle Scholar
    • Sullivan MW. Brand extensions: When to use them. Management Sci. (1992) 38(6):793–806LinkGoogle Scholar
    • Wernerfelt B. On brand extension as a signal of product quality. Marketing Sci. (2012) 31(5):771–772Google Scholar
    INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.