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Theoretical underpinnings of brand architecture strategies using models of stereotypic change to understand sub-brands
Citation
Rahman, K and Mulye, R and Laud, G, Theoretical underpinnings of brand architecture strategies using models of stereotypic change to understand sub-brands, Asia-Pacific Advances in Consumer Research, 10 pp. 402-406. ISSN 0098-9258 (2013) [Refereed Article]
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Official URL: http://www.acrwebsite.org/volumes/1011059/volumes/...
Abstract
Grounded 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.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing theory |
| Objective Division: | Commercial Services and Tourism |
| Objective Group: | Property, business support services and trade |
| Objective Field: | Property, business support services and trade not elsewhere classified |
| UTAS Author: | Laud, G (Dr Gauri Laud) |
| ID Code: | 119833 |
| Year Published: | 2013 |
| Deposited By: | TSBE |
| Deposited On: | 2017-08-07 |
| Last Modified: | 2018-02-08 |
| Downloads: | 0 |
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