Consumer Associative Networks as Process-Tracing Measures of Brand Feedback Effects

Geraldine R. Henderson; Geraldine R. Henderson

doi:10.1007/978-3-663-01557-4_25

Consumer Associative Networks as Process-Tracing Measures of Brand Feedback Effects

Geraldine R. Henderson
, Geraldine R. Henderson

University of Virginia
Howard University

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Default journal
DOIs	https://doi.org/10.1007/978-3-663-01557-4_25
State	Published - Jan 1 2004
Externally published	Yes

Disciplines

Business
Marketing

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title = "Consumer Associative Networks as Process-Tracing Measures of Brand Feedback Effects",

author = "Henderson, \{Geraldine R.\} and Henderson, \{Geraldine R.\}",

note = "In this Paper, we investigate the concept of brand feedback ejfects (i.e., brand dilution or enhancement). The potential dilution or enhancement of brand equity is a key concern for managers when they consider extending an existing product. Previous research has investigated this issue by evaluating changes in affective judgments (Aaker/Keller 1990; Bridges et al.",

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N1 - In this Paper, we investigate the concept of brand feedback ejfects (i.e., brand dilution or enhancement). The potential dilution or enhancement of brand equity is a key concern for managers when they consider extending an existing product. Previous research has investigated this issue by evaluating changes in affective judgments (Aaker/Keller 1990; Bridges et al.

PY - 2004/1/1

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M3 - Article

JO - Default journal

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Consumer Associative Networks as Process-Tracing Measures of Brand Feedback Effects

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