- See Kim Robertson, “Strategically Desirable Brand Name Characteristics,”Journal of
Consumer Marketing,Fall 1989, pp. 61–70. - Robert McMath, “Product Proliferation,”Adweek (Eastern Ed.) Superbrands 1995 Supplement,
1995, pp. 34–40; John A. Quelch and David Kenny, “Extend Profits, Not Product Lines,”
Harvard Business Review,September–October 1994, pp. 153–60; and Bruce G. S. Hardle,
Leonard M. Lodish, James V. Kilmer, David R. Beatty, et al., “The Logic of Product-Line
Extensions,”Harvard Business Review,November–December 1994, pp. 53–62. - Al Ries and Jack Trout, Positioning: The Battle for Your Mind(New York: McGraw-Hill, 1981).
- Constance L. Hays, “No More Brand X: Licensing of Names Adds to Image and Profit,”
New York Times,June 12, 1998. - See Mark B. Taylor, “Cannibalism in Multibrand Firms,”Journal of Business Strategy,Spring
1986, pp. 69–75. - Bernard L. Simonin and Julie A. Ruth, “Is a Company Known by the Company It Keeps?
Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes,”Journal of
Marketing Research,February 1998, pp. 30–42.
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