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The Diagnosticity of Brand Extension Information on Family Brand Entitativity
Conference proceeding

The Diagnosticity of Brand Extension Information on Family Brand Entitativity

Joseph W. Chang
Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference, pp.317-317
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
10/31/2014
DOI: https://doi.org/10.1007/978-3-319-11806-2_133

Abstract

Research results indicate that positive (vs. negative) information about similar brand extensions is indicative of high entitative family brands over low entitative ones. In contrast, positive (vs. negative) information about dissimilar brand extensions is indicative of low entitative family brands over high entitative ones.

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