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Research article

First published 2012-6

The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution

Sanjay Sood, Kevin Lane Keller

Journal of Marketing Research

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Research article

First published 2013-8

Look at Me! Look at Me! Conspicuous Brand Usage,Self-Brand Connection,and Dilution

Rosellina Ferraro, Amna Kirmani, Ted Matherly

Journal of Marketing Research

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Research article

First published 2010-2

Cultural Orientation and Brand Dilution: Impact of Motivation Level and Extension Typicality

NG Sharon

Journal of Marketing Research

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Research article

First published 2006-4

Brand Dilution: When Do New Brands Hurt Existing Brands?

Chris Pullig, Carolyn J. Simmons, Richard G. Netemeyer

Journal of Marketing

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Research article

First published 1998-11

The Effects of Extensions on Brand Name Dilution and Enhancement

Zeynep Gürhan-Canli, Durairaj Maheswaran

Journal of Marketing Research

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Research article

First published 1993-7

Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?

Barbara Loken, Deborah Roedder John

Journal of Marketing

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Research article

First published 2010-12

Examining Brand Extensions and Their Potential to Dilute Team Brand Associations

Patrick Walsh, Stephen D. Ross

Sport Marketing Quarterly

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Research article

First published 2010-12

Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases

Lan Luo, Xinlei (Jack) Chen, Jeanie Han [...]

Journal of Marketing Research

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Research article

First published 2021-11

Is HUGO still the BOSS? Investigating the reciprocal effects of brand extensions on brand personality of luxury brands

Ian Phau, Insa-Mascha Matthiesen, Anwar Sadat Shimul

Australasian Marketing Journal

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Research article

First published 1999-8

Brand Equity Dilution: Retailer Display and Context Brand Effects

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

Journal of Marketing Research

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