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SRC-125170625b981ff5 · Source record

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

Journal of Marketing Research / American Marketing Association · 1 connected claims

Canonical route

https://doi.org/10.1509/jmr.07.0418

Claims connected to this source

  1. MWITA-BAO-2026-009Category similarity changed evaluations for family-branded but not subbranded extensions, and parent-brand dilution appeared only after a negative experience with a similar family-branded extension; in Experiment 3, similar versus dissimilar family-brand ratings were 5.1 versus 4.3, while suggestive subbrands were statistically indistinguishable (5.1 versus 5.4, p>.20).Evidence A

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