Construct · 1 fields · 1 citations

brand breadth: a standalone construct

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Branding

the variety of product types a brand already covers, which makes a brand more open to accepting moderately dissimilar extensions.

In branding, brand breadth refers to the variety of product types a brand already covers, which makes a brand more open to accepting moderately dissimilar extensions. This meaning comes from Boush (1991) in Journal of Marketing Research.[1]

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Nearby constructs

product3 fields · 3 citationsjingle · one word, three constructs variety3 fields · 3 citationsjingle · one word, three constructs

References

Boush, D. M., & Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, 28(1), 16-28. https://doi.org/10.1177/002224379102800102

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