An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps

Kottemann P, Hörmeyer A, Decker R (2014)
In: Agents of change. Rundle-Thiele S, Kubacki K, Arli D (Eds); Brisbane, Australia: ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University: 140-146.

Konferenzbeitrag | Veröffentlicht| Englisch
 
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Herausgeber*in
Rundle-Thiele, Sharyn; Kubacki, Krzysztof; Arli, Denni
Abstract / Bemerkung
Several studies have addressed feedback effects of brand extensions on parent brand images, as well as the role of consistency between the parent brand and its extension. Aside from positive effects that may enhance the parent brand image, marketers are especially concerned about diluting effects that may negatively influence the parent brand image. Assuming that brand images are stored in a network structure in the consumers’ mind, it is surprising that only little research has been conducted to show how positive (negative) stimuli affect the structure of a brand’s associative network. Against this background, we focus on possible feedback effects of both consistent and inconsistent brand extension information on parent brand images at the cognitive level. In doing so, we use the Brand Concept Maps approach to show how positive (i.e., consistent) and negative (i.e., inconsistent) brand extension information affects the structure of the parent brand associative network.
Stichworte
Feedback Effects; Brand Image; Brand Extension; Brand Concept Maps
Erscheinungsjahr
2014
Titel des Konferenzbandes
Agents of change
Seite(n)
140-146
Konferenz
2014 ANZMAC Conference
Konferenzort
Brisbane, Australia
Konferenzdatum
2014-12-01 – 2014-12-03
ISBN
1447-3275
Page URI
https://pub.uni-bielefeld.de/record/2709872

Zitieren

Kottemann P, Hörmeyer A, Decker R. An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps. In: Rundle-Thiele S, Kubacki K, Arli D, eds. Agents of change. Brisbane, Australia: ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University; 2014: 140-146.
Kottemann, P., Hörmeyer, A., & Decker, R. (2014). An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps. In S. Rundle-Thiele, K. Kubacki, & D. Arli (Eds.), Agents of change (pp. 140-146). Brisbane, Australia: ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University.
Kottemann, P., Hörmeyer, A., and Decker, R. (2014). “An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps” in Agents of change, Rundle-Thiele, S., Kubacki, K., and Arli, D. eds. (Brisbane, Australia: ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University), 140-146.
Kottemann, P., Hörmeyer, A., & Decker, R., 2014. An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps. In S. Rundle-Thiele, K. Kubacki, & D. Arli, eds. Agents of change. Brisbane, Australia: ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University, pp. 140-146.
P. Kottemann, A. Hörmeyer, and R. Decker, “An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps”, Agents of change, S. Rundle-Thiele, K. Kubacki, and D. Arli, eds., Brisbane, Australia: ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University, 2014, pp.140-146.
Kottemann, P., Hörmeyer, A., Decker, R.: An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps. In: Rundle-Thiele, S., Kubacki, K., and Arli, D. (eds.) Agents of change. p. 140-146. ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University, Brisbane, Australia (2014).
Kottemann, Pascal, Hörmeyer, Anja, and Decker, Reinhold. “An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps”. Agents of change. Ed. Sharyn Rundle-Thiele, Krzysztof Kubacki, and Denni Arli. Brisbane, Australia: ANZMAC, c/o Social Marketing @ Griffith, Griffith Business School, Griffith University, 2014. 140-146.

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