Маркетинг менеджмент

Bernard L. Simonin and Julie A. Ruth, «Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes», Journal of Marketing Research (February 1998): 30—42; C. W. Park, S. Y. Jun, and A. D. Shocker, «Com-posite Branding Alliances: An Investigation of Extension and Feedback Effects», Journal of Marketing Research 33 (1996): 453—466.

272

Peter Farquhar, «Managing Brand Equity», Marketing Research 1 (September 1989): 24—33.

273

Byung-Do Kim and Mary W. Sullivan, «The Effect of Parent Brand Experience on Line Extension Trial and Repeat Purchase», Marketing Letters 9 (April 1998): 181—193.

274

Kevin Lane Keller and David A. Aaker, «The Effects of Sequential Introduction of Brand Extensions», Journal of Marketing Research 29 (February 1992): 35—50; John Milewicz and Paul Herbig, «Evaluating the Brand Extension Decision Using a Model of Reputation Building», Journal of Product & Brand Management 3, no. 1 (1994): 39—47.

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Mary W. Sullivan, «Brand Extensions: When to Use Them», Management Science 38, no. 6 (June 1992): 793—806; Daniel C. Smith, «Brand Extension and Advertising Efficiency: What Can and Cannot Be Expected», Journal of Advertising Research (November/December 1992): 11—20; Daniel C. Smith and C. Whan Park, «The Effects of Brand Extensions on Market Share and Advertising Efficiency», Journal of Marketing Research 29 (August 1992): 296—313.

276

Subramanian Balachander and Sanjoy Ghose, «Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions», Journal of Marketing 67, no. 1 (January 2003): 4–13.

277

John A. Quelch and David Kenny, «Extend Profits, Not Product Lines», Harvard Business Review (September–October 1994): 153—160; Perspectives from the Editors, «The Logic of Product-Line Extensions», Harvard Business Review (November–December 1994): 53—62; J. Andrews and G. S. Low, «New But Not Improved: Factors That Affect the Development of Meaningful Line Extensions», Working Paper Report No. 98–124 (Cambridge, MA: Marketing Science Institute, November 1998); Maureen Morrin, «The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes», Journal of Marketing Research 36, no. 4 (1999): 517—525.

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Дж. Траут, Э. Райс. Позиционирование: битва за умы. VIP-издание. – СПб.: Питер, 2006. – 272 с.: ил.

279

David A. Aaker, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity (New York: Free Press, 2004).

280

Barbara Loken and Deborah Roedder John, «Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?», Journal of Marketing (July 1993): 71—84; Deborah Roedder John, Barbara Loken and Christopher Joiner, «The Negative Impact of Extensions: Can Flagships Products Be Diluted?» Journal of Marketing (January 1998): 19—32; Susan M. Bro-niarcyzk and Joseph W. Alba, «The Importance of the Brand in Brand Extension», Journal of Marketing Research (May 1994): 214—228 (весь этот номер посвящен теме брендов и мароч-.. ного капитала); R. Ahluwalia and Z. Gurhan-Canli, «The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective», Journal of Consumer Research 27.. (December 2000): 371—381; Z. Gurhan-Canli and M. Durairaj, «The Effects of Extensions on Brand Name Dilution and Enhancement», Journal of Marketing Research 35 (1998): 464—473; S. J. Milberg, C. W. Park, and M. S. McCarthy, «Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies», Journal of Consumer Psychology 6 (1997): 119—140.

281

Philip Kotler, Marketing Management , 11th ed. (Upper Saddle River, NJ: Prentice Hall, 2003); Patrick Barwise and Thomas Robertson, «Brand Portfolios», European Management Journal 10, no.3 (September 1992): 277—285.

282

Jack Trout, Differentiate or Die: Survival in Our Era of Killer Competition (New York: John Wiley, 2000).

283

Paul W. Farris, «The Chevrolet Corvette», Case UVA-M-320, The Darden Graduate Business School Foundation, University of Virginia, Charlottesville, Virginia.

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