The Negative Impact of Extensions: Can Flagship Products Be Diluted?
研究品牌和产品线延伸策略是否可能稀释消费者对旗舰产品的信念，通过三个实验发现旗舰产品比母品牌更不易被稀释。
This article extends the scope of investigations into the potential risks of brand and line extension strategies. Here, the authors examine whether extensions can dilute beliefs associated with a strategically important and highly visible product—the flagship product. The results of three experimental investigations indicate that beliefs about flagship products are less vulnerable to dilution than beliefs about the parent brand name in general. The findings suggest that assessments of the impact of brand leveraging strategies should include analysis of the effects on individual products as well as on the family brand name.