NDLI: Should a quality sub-brand be located before or after the parent brand? An application of composite concept theory

Content Provider	Springer Nature Link
Author	Jo, Myung Soo
Copyright Year	2007
Abstract	The author examines the effectiveness of quality sub-brands in creating quality images through the formation of inferential quality beliefs for both weak and strong brands. The sub-brands are examined as either headers (placed before the parent brand) or modifiers (placed after the parent brand). In Study 1, alpha-numeric sub-brands show that both header (e.g., XL500 Hyundai car) and modifier (e.g., Jaguar XL500 car) sub-brands enhance the perceived quality of weak and strong brands but provide greater enhancement for weak brands. Ratings of the 141 subjects indicate that a header sub-brand is more effective than a modifier sub-brand for weak brands (e.g., XL500 Hyundai car > Hyundai XL500 car), whereas a modifier sub-brand is more effective for strong brands (e.g., Jaguar XL500 car > XL500 Jaguar car). The findings indicate greater differences between the header and modifier sub-brands for weak brands than for strong brands. In Study 2, foreign sub-branding stimuli result in similar findings.
Starting Page	184
Ending Page	196
Page Count	13
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	35
Issue Number	2
e-ISSN	15527824
Language	English
Publisher	Kluwer Academic Publishers-Plenum Publishers
Publisher Date	2007-04-28
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Sub-brands Alpha-numeric brands Parent brand Social Sciences Marketing Business/Management Science
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

The penguin’s window: Corporate brands from an open-source perspective

Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands

Living brands: consumer responses to animated brand logos

A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

Corporate brand name changes and business restructuring: is the relationship complementary or substitutive?

Creating Meaningful Brands: The Relationship Between Brand Name and Brand Mark

Spontaneous visualization and concept evaluation

Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications

Brand Dilution: When Do New Brands Hurt Existing Brands?

Should a quality sub-brand be located before or after the parent brand? An application of composite concept theory

Similar Documents

The penguin’s window: Corporate brands from an open-source perspective

Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands

Living brands: consumer responses to animated brand logos

A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

Corporate brand name changes and business restructuring: is the relationship complementary or substitutive?

Creating Meaningful Brands: The Relationship Between Brand Name and Brand Mark

Spontaneous visualization and concept evaluation

Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications

Brand Dilution: When Do New Brands Hurt Existing Brands?

Should a quality sub-brand be located before or after the parent brand? An application of composite concept theory