Construct · 1 fields · 1 citations

brand dilution: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
branddilution1 CONSTRUCTBrand dilutionLOKEN · BRANDING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

the weakening of a parent brand's associations when a brand extension is inconsistent with them.

In branding, brand dilution refers to the weakening of a parent brand's associations when a brand extension is inconsistent with them. This meaning comes from Loken (1993) in Journal of Marketing.[1]

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Nearby constructs

brand extension1 fields · 1 citationsanchor · a standalone constructdilution3 fields · 4 citationsjingle · one word, three constructsextension3 fields · 3 citationsjingle · one word, three constructs

References

  1. Loken, B., & John, D. R. (1993). Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? Journal of Marketing, 57(3), 71-84. https://doi.org/10.1177/002224299305700305

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