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Volume 3, Issue 1
1 March 1994
Journal of Product & Brand Management Cover Image for Volume 3, Issue 1
Research Article| March 01 1994

Evaluating the Brand Extension Decision Using a Model of Reputation Building

John Milewicz;
John Milewicz
Professors of Marketing at the College of Commerce and Business Administration, Jacksonville State University, Jacksonville,Alabama.
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Paul Herbig
Paul Herbig
Professors of Marketing at the College of Commerce and Business Administration, Jacksonville State University,Jacksonville, Alabama.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2054-1643
Print ISSN: 1061-0421
© MCB UP Limited
1994
Journal of Product & Brand Management (1994) 3 (1): 39–47.
https://doi.org/10.1108/10610429410053077

Can a brand′s reputation be transferred successfully to other products?What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation?Describe a model of reputation creation and destruction and shows how the brand extension decision can be addressed using the model.

Keywords: Brand extensions, Brand loyalty, Brand names, Consumer behaviour, Corporate image, Decision making, Evaluation, Goodwill, Modelling, Product management
© MCB UP Limited
1994
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