Brand Equity Dilution: Retailer Display and Context Brand Effects

Buchanan, Lauranne; Simmons, Carolyn J.; Bickart, Barbara

doi:10.2307/3152081

Cited by 104 publications

(99 citation statements)

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“…In addition, author suggests that increasing perceived quality may guarantee brand loyalty. Eventually, brand managers and retailers share the task of constituting the consumer impressions (Buchanan, Simmons, & Bickart, 1999), thus author argues that both of them should be interested in continuously investigating the equity of brands in concern, as it provides them with a feedback about how far they successfully manage their brand marketing mix. In the same vein, this would result in issuing joint advertising campaigns to enhance the brand equity.…”

Section: Discussionmentioning

confidence: 99%

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Ebeid¹

2014

IJMS

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Brand equity is so essential issue to be considered by manufacturers and retailers as well, that is to manage the brand rationally. The aim of the current research is to support managers in terms of determining the expected influence of marketing activities on the brand equity, which implies for the relative fund each activity deserves. The study investigated the potential effects of brand equity drivers (i.e., distribution intensity, advertising, monetary promotion) on the dimensions of customer-based brand equity. In addition, the research investigates the inter-relationships among the dimensions of brand equity. The study was built on data derived from 497 respondents. The results indicate that the proposed model reflects perfect fit to the data. The most of the hypothesized influences were significant and took the expected directions. The results would lead to suggest that brand awareness is the starting point to constitute the customer-based brand equity. Discussion and implications are provided.

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Section: Discussionmentioning

confidence: 99%

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Ebeid¹

2014

IJMS

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“…Prior research has shown that product display influences consumers' preferences and purchase likelihoods (Buchanan, Simmons, and Bickart 1999;Simonson 1999;Simonson, Nowlis, and Lemon 1993). Whether products are displayed side-by-side or farther apart at the point of purchase is particularly likely to influence the evaluation mode.…”

Section: Comparative Evaluation Modementioning

confidence: 99%

When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation

Horen

Pieters

2012

Journal of Marketing Research

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Copycats imitate features of leading brands to free ride on their equity. The prevailing belief is that the more similar copycats are to the leader brand, the more positive their evaluation is, and thus the more they free ride. Three studies demonstrate when the reverse holds true: Moderatesimilarity copycats are actually evaluated more positively than highsimilarity copycats when evaluation takes place comparatively, such as when the leader brand is present rather than absent. The results demonstrate that blatant copycats can be less and subtle copycats can be more perilous than is commonly believed. This finding has implications for marketing theory and practice and trademark law.

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“…High equity brands are particularly vulnerable. Brand equity can also be diluted by retailer display decisions (Buchanan, et al 1999). Cohen, et al (1997) warn that introducing too many new products may result in a low success rate.…”

Section: Support For Marketing Strategy Propositionsmentioning

confidence: 99%

Brand Extensions: A Qualitative Meta-Analysis Of 20 Years Of Marketing Research

Prosser

James²

2011

IBER

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Brand extensions, or new product introductions under an existing brand name, have become increasingly popular over the past 20 years. Marketers tout brand extensions as enjoying higher market share and profitability than launching new brand names that require exorbitant advertising expenditures (Smith & Park 1992). According to some estimates, brand extensions account for more than 90% of new product introductions in some categories (Volckner & Sattler 2002). However, one study found that 27% of line extensions failed (Reddy, et al 1994). (1981)(1982)(1983)(1984)(1985)(1986)(1987)(1988)(1989)(1990)(1991)(1992)(1993)(1994)(1995)(1996)(1997)(1998)(1999)(2000). They suggest three propositions that represent three major conclusions reached by the studies and present evidence of support for each. Furthermore, excessively stretching the brand to various products may risk brand dilution. A brand extension failure is seen as harming the parent brand. The authors provide a qualitative meta-analysis that summarizes sixty-three articles comprising the brand extension research over the past twenty years

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Brand Equity Dilution: Retailer Display and Context Brand Effects

Cited by 104 publications

References 0 publications

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation

Brand Extensions: A Qualitative Meta-Analysis Of 20 Years Of Marketing Research

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