Upsetting brand extensions: An enquiry into current customers' inclination to spread negative word of mouth

被引：0

作者：

Henrik Sjödin

机构：

[1] Center for Consumer Marketing,

[2] Stockholm School of Economics,undefined

来源：

Journal of Brand Management | 2008年 / 15卷 / 4期

关键词：

brand extension; word of mouth; consumer-to-consumer communication; anger; attributions;

D O I：

10.1057/palgrave.bm.2550113

中图分类号：

学科分类号：

摘要：

The opinions of current customers are important when introducing new products through brand extension. This paper deals with the potential for negative word of mouth and empirically investigates the inclination of current customers to criticise a brand extension. The study identifies antecedents to this inclination and highlights the importance of anger. Implications for brand management are offered and encourage broad analysis of extension initiatives that could become targets of negative word of mouth.

引用

页码：258 / 271

页数：13

共 42 条

[1] Upsetting brand extensions: An enquiry into current customers' inclination to spread negative word of mouth
Sjodin, Henrik
JOURNAL OF BRAND MANAGEMENT, 2008, 15 (04) : 258 - 271
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