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- W2214759859 abstract "In this Paper, we investigate the concept of brand feedback ejfects (i.e., brand dilution or enhancement). The potential dilution or enhancement of brand equity is a key concern for managers when they consider extending an existing product. Previous research has investigated this issue by evaluating changes in affective judgments (Aaker/Keller 1990; Bridges et al. 2000) or changes in traditional cognitive judgments and beliefs measures (Loken/John 1993; Broniarczyk/Alba 1994; John et al. 1998). In this chapter, we present a more process-oriented approach to detect changes in brand image and therefore brand equity. Consumer associative networks have been used as an important means of representing consumer perceptions of brands and therefore we employ them to detect the occurrence of feedback effects." @default.
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- W2214759859 date "2004-01-01" @default.
- W2214759859 modified "2023-09-26" @default.
- W2214759859 title "Consumer Associative Networks as Process-Tracing Measures of Brand Feedback Effects" @default.
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- W2214759859 doi "https://doi.org/10.1007/978-3-663-01557-4_25" @default.
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