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Theoretical underpinnings of brand architecture strategies using models of stereotypic change to understand sub-brands
journal contribution
posted on 2023-05-19, 09:21 authored by Rahman, K, Mulye, R, Gaurangi LaudGaurangi LaudGrounded on categorization and schema theory, this paper uses models of stereotype change (conversion, subtyping, subgrouping, and bookkeeping models) to understand how consumers evaluate different types of sub-brands including brand alliances, endorsed brands, dual brands and support brands. It is argued that a generally held stereotype is analogous to a generally held brand image, and that the development of a sub-brand’s image, and the changes in the parent brand’s image resulting from the creation of such branding strategy undertaken.
History
Publication title
Asia-Pacific Advances in Consumer ResearchVolume
10Pagination
402-406ISSN
0098-9258Department/School
TSBEPublisher
Assoc Consumer ResearchPlace of publication
C/O James A Muncy, Po Box 2310, Valdosta, USA, Ga, 31604Rights statement
© 2017 Association for Consumer Research. All Rights Reserved. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.Repository Status
- Restricted