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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-brandís image, and the changes in the parent brandís 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
Author:Laud, G (Dr Gauri Laud)
ID Code:119833
Year Published:2013
Deposited By:Tasmanian School of Business and Economics
Deposited On:2017-08-07
Last Modified:2017-09-11
Downloads:0

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