Managing brand extension via licensing: An investigation into the high-end fashion industry

Colucci, Mariachiara; Montaguti, Elisa; Lago, Umberto

doi:10.1016/j.ijresmar.2008.01.002

Cited by 39 publications

(53 citation statements)

References 53 publications

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“…Licensees may perceive technology firms that disclose very detailed strategic information into the public domain as less careful about confidentiality since the publicly disclosed information is accessible to 2 With licensing exchange, we refer to the licensing of technologies by dedicated technology firms. This focus sets the study apart from other studies that have examined alternative types of licensing, such as the licensing of brands in the context of brand extensions (Colucci, Montaguti, & Lago, 2008). 3 Board interlocks refer to the phenomenon that a firm's board members also sit on the boards of other firms, an important representation of social ties in industry networks (Dooley, 1969;Ornstein, 1980;Zajac & Westphal, 1996) with informational benefits (Davis, 1991;Haunschild, 1993).…”

Section: Voluntary Information Disclosurementioning

confidence: 99%

Licensing exchange—Insights from the biopharmaceutical industry

Wuyts

Dutta

2008

International Journal of Research in Marketing

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a b s t r a c t a r t i c l e i n f o Article history: First received in 16 August 2007 and was under review for 5 and a half months Area Editor: Aric RindfleischLicensing out technologies is a main source of revenue for dedicated technology firms. While licensing exchange has received very little attention in prior marketing literature, it is economically important and poses particular challenges. One major obstacle for obtaining new licensing deals is the information asymmetry between licensors and licensees. The main premise of this study is that the variation among dedicated technology firms of the number of new licensing deals that they obtain can be explained by their voluntary disclosure of strategic information and their position in the industry's licensing and social networks. An empirical study of the biopharmaceutical industry shows that, while voluntarily disclosing strategic information enables dedicated biotechnology firms to sign more new licensing deals, firms should be careful not to disclose too much information. As to network structure, dedicated biotechnology firms with more central positions in the licensing exchange network obtain more new licensing deals, but again, the effect has an inverted-U shape, indicating a dark side of network centrality. Finally, the study provides evidence that licensing exchange is socially embedded. A central position in the social network of board interlocks leads to more new licensing deals. Dedicated technology firms can use these insights to address practical questions, such as how much strategic information they should reveal, as well as to set long-term directions regarding network position.

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Section: Voluntary Information Disclosurementioning

confidence: 99%

Licensing exchange—Insights from the biopharmaceutical industry

Wuyts

Dutta

2008

International Journal of Research in Marketing

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“…Because the benefits of becoming involved with a charity are largely intangible, branding can facilitate a donor's understanding and support of a charity and can build cohesion and capacity internal to the organization (Sargeant, 1999;Kylander and Stone, 2012). The importance of establishing a strong brand identity has been the focus for consumer brand managers for decades; consumer brands with strong personalities are associated with high levels of usage and preference (Sirgy, 1982;Freling and Forbes, 2005); strong and differentiated brands significantly enhance firm performance (Madden et al, 2006;Colucci et al, 2008). Aaker and Fournier (1995) define brand personality as "The set of human characteristics associated with a brand" (p. 393).…”

Section: Introductionmentioning

confidence: 99%

Charity brand personality: can smaller charitable organizations leverage their brand's personality to influence giving

Stebbins

Hartman

2013

J of Philanthropy and Mktg

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The importance of establishing a strong brand identity has been the focus for consumer brand managers for decades. Organizations develop and communicate a distinctive brand personality as a means of attracting consumers and cultivating long‐term relationships. While the concept of branding has gained recent attention as an important strategy for nonprofit practitioners, little empirical data exist on the role a charity's brand personality might play in attracting donors. A few recent studies of large national charitable organizations provide support that charities exhibit distinctive personalities. This study explores whether smaller, local scope charitable organizations, without the benefit of national brand recognition, also exhibit distinctive brand personalities and whether such brand personalities influence donors. Results from five charitable organizations, from four distinct categories of cause, find that brand personality traits that are both differentiating and relevant to donors influence charitable giving. The findings provide nonprofit practitioners with valuable insights for leveraging their brand's personality to turn donor awareness into commitment and establish a stronger market position. Copyright © 2013 John Wiley & Sons, Ltd.

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“…Strong and differentiated brands significantly enhance firm performance (Colucci, Montaguti, & Lago, 2008;Madden, Fehle, & Fournier, 2006;Warlop, Ratneshwar, & van Osselaer, 2005). In this paper we focus on brand personality.…”

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confidence: 99%