Construct · 1 fields · 1 citations

brand elasticity: a standalone construct

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

● anchor · a standalone construct Nearest construct by meaning·not indexed

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

Branding

how far a brand can extend into dissimilar categories, found to be greater for prestige than functional brands and to depend on analytic versus holistic thinking.

In branding, brand elasticity refers to how far a brand can extend into dissimilar categories, found to be greater for prestige than functional brands and to depend on analytic versus holistic thinking. This meaning comes from Monga (2010) in Journal of Marketing.[1]

Unit
Recovery means
Measured by

Run it through the Collider, or take the citations with you.

See how brand elasticity sits against neighbouring constructs in the Collider, or export every reference on this page in one click.

Open in Collider Export BibTeX Report this entry

Nearby constructs

elasticity3 fields · 7 citationsjingle · one word, three sciences holistic versus analytic thinking1 fields · 1 citationsanchor · a standalone construct prestige2 fields · 2 citationsjingle · one word, two constructs

References

Monga, A. B., & John, D. R. (2010). What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation. Journal of Marketing, 74(3), 80-92. https://doi.org/10.1509/jmkg.74.3.080

Cited on this page?

Confirm your construct, or correct us.

If your work is cited behind one of these entries, you know better than we do whether we captured the meaning right. Confirm it, suggest an edit, or dispute it, and your name goes on the entry as an author who has checked it, linked to your ORCID.

Claim your construct