Journal of Product & Brand Management: Volume 12 Issue 7

The negative impact of brand extensions on parent brand image

Eva Martínez, José M. Pina

In recent years, companies have been using brand extensions as a strategy for launching new products. The reason why this strategy has been popular is the fact that it decreases…

Let’s be strange: brand familiarity and ad‐brand incongruency

Fredrik Lange, Micael Dahlén

Reports on an experimental study where the effects of ad‐brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on…

Communication message strategies for brand extensions

Joo Young Kim

This study searches for the communication message strategies for two distinct brand extension types: close and remote brand extensions. An experiment is conducted with four cells…

Lessons from Accenture’s 3Rs: rebranding, restructuring and repositioning

Jack G. Kaikati

This article analyzes Accenture’s reincarnation by pinpointing the main lessons that might be emulated by other companies contemplating going down the three‐pronged road to…

The Anatomy of Buzz: How to Create Word‐of‐Mouth Marketing

Ronald E. Goldsmith

Conquering Consumerspace: Marketing Strategies for a Branded World

Ronald E. Goldsmith