Brand Dilution: When Do New Brands Hurt Existing Brands?

Content Provider	Semantic Scholar
Author	Pullig, Chris Simmons, Carolyn J. Netemeyer, Richard G.
Copyright Year	2006
Abstract	Abstract Potential for trademark dilution occurs when a new brand introduces itself with an identical or substantially similar mark to that of an existing brand. Currently, there is neither a clear standard for legal proof of dilution nor widely accepted measures for managerial use. Using a shared-brand-network model, the authors use three different but conceptually related measurement methodologies (response latency, aided recall, and simulated choice) across five experiments to examine “blurring” dilution effects. The results suggest that when junior brands operate in similar categories and position on similar attributes, there is no immediate threat of blurring dilution. However, if the junior brand chooses to position on dissimilar attributes in a similar category, dilution of attribute associations is likely. When the junior brand operates in dissimilar categories, there is a threat of blurring dilution for both category and attribute associations. The final two studies demonstrate that dilution of j...
Starting Page	52
Ending Page	66
Page Count	15
File Format	PDF HTM / HTML
DOI	10.1509/jmkg.70.2.52
Alternate Webpage(s)	http://www.politics.ankara.edu.tr/dosyalar/akin/Brand_Dilution.pdf
Alternate Webpage(s)	https://doi.org/10.1509/jmkg.70.2.52
Volume Number	70
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article