Diluting Brand Beliefs

Loken, B., & John, D. R. (1993). Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?. Journal of Marketing, 57(3), 71-84.

Type

Journal article

Intellectual base

Primary research

Year

1993

Volume

57

Issue

3

Pages

71-84

DOI

10.1177/002224299305700305

DOI registrant

SAGE Publications

Link

https://doi.org/10.1177/002224299305700305

Cited by

1 citation across 1 artifact.

Each citation links to the sentence it supports in the citing article.

Mechanisms

• Brand Guideline System
  • Its failure mode is brand dilution

    This sourceShows that extensions inconsistent with a brand's core attribute beliefs can dilute those beliefs.

Verification

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