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How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions

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Advances in Advertising Research (Vol. V)

Part of the book series: European Advertising Academy ((EAA,volume 5))

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Abstract

The extension of successful brands into new product categories is a widely used strategy that offers potential growth for companies. However, negative feedback effects on brand evaluations have been described in literature as a negative aspect of this strategy, even when the extension products are successfully adopted by the market (Aaker, 1990; Chang, 2002). Brand dilution exists if consumers evaluate a desirable brand less favorably when new products of the brand are introduced into the market.

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Author information

Authors and Affiliations

  1. Marketing II, University of Hohenheim, Schloss – Osthof Ost, 70599, Stuttgart, Germany

    Dr. Verena Hüttl

  2. Department of Marketing, Universty of Augsburg, Universitätsstrasse 16, 86159, Augsburg, Germany

    Dr. Heribert Gierl

Authors
  1. Dr. Verena Hüttl
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  2. Dr. Heribert Gierl
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Correspondence to Verena Hüttl .

Editor information

Editors and Affiliations

  1. Marketing and Communication Department, Zagreb School of Economics and Management, Zagreb, Croatia

    Ivana Bušljeta Banks

  2. Marketing Department, University of Antwerp, Antwerp, Belgium

    Patrick De Pelsmacker

  3. Depto. Financiacione Fac. de Ciencias Econ. y Empresariales, Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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Hüttl, V., Gierl, H. (2015). How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions. In: Banks, I., De Pelsmacker, P., Okazaki, S. (eds) Advances in Advertising Research (Vol. V). European Advertising Academy, vol 5. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_17

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