An investigation of consumer reactions to the use of different brand names
Subodh Bhat
(Associate Professor at the Department of Marketing, San Francisco State University, California, USA)
Gail E. Kelley
(Consultant, San Francisco State University, California, USA)
Kathleen A. O’Donnell
(Associate Professor, San Francisco State University, California, USA)
6312
Abstract
We examined consumer reactions to new products introduced under four different brand naming scenarios. The results suggest that when consumers see a high degree of fit between the new product and the existing brand, brand extensions, sub‐brands, and nested brands are about equally preferred. But when consumers perceive little fit, a new brand name is the most preferred, followed by nested brands, sub‐brands, and extensions, in that order.
Keywords
Citation
Bhat, S., Kelley, G.E. and O’Donnell, K.A. (1998), "An investigation of consumer reactions to the use of different brand names", Journal of Product & Brand Management, Vol. 7 No. 1, pp. 41-50. https://doi.org/10.1108/10610429810209728
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited