Construct · 1 fields · 1 citations

sub-branding: a standalone construct

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

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

Branding

naming an extension with a new name linked to the family brand, which can shield the parent brand from negative feedback from a poor-fitting extension.

In branding, sub-branding refers to naming an extension with a new name linked to the family brand, which can shield the parent brand from negative feedback from a poor-fitting extension. This meaning comes from Milberg (1997) in Journal of Consumer Psychology.[1]

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Nearby constructs

extension3 fields · 3 citationsjingle · one word, three constructs family3 fields · 3 citationsjingle · one word, three constructs feedback4 fields · 5 citationsjingle · one word, four constructs

References

Milberg, S. J., Whan Park, C., & McCarthy, M. S. (1997). Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies. Journal of Consumer Psychology, 6(2), 119-140. https://doi.org/10.1207/s15327663jcp0602_01

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