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The Negative Impact of Extensions: Can Flagship Products Be Diluted?

Deborah Roedder John, Barbara Loken and Christopher Joiner
Journal of Marketing
Vol. 62, No. 1 (Jan., 1998), pp. 19-32
DOI: 10.2307/1251800
Stable URL: http://www.jstor.org/stable/1251800
Page Count: 14
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Negative Impact of Extensions: Can Flagship Products Be Diluted?
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Abstract

This article extends the scope of investigations into the potential risks of brand and line extension strategies. Here, the authors examine whether extensions can dilute beliefs associated with a strategically important and highly visible product-the flagship product. The results of three experimental investigations indicate that beliefs about flagship products are less vulnerable to dilution than beliefs about the parent brand name in general. The findings suggest that assessments of the impact of brand leveraging strategies should include analysis of the effects on individual products as well as on the family brand name.

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