| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP17261 |
| DP17261 An ugly face, really? A theoretical investigation into the causes of brand dilution | |
| Vincenzo Denicolò; Emanuele Bacchiega; Mariachiara Colucci; Marco Magnani | |
| 发表日期 | 2022-04-28 |
| 出版年 | 2022 |
| 语种 | 英语 |
| 摘要 | This paper questions common wisdom about two ideas: first, that brand dilution is the unintended consequence of a poorly executed extension strategy and, second, that brand licensing – a widely used means to extend a brand that drives revenues for brand owners - increases the likelihood of brand dilution. Motivated by rich yet fragmented empirical literature, we propose a comprehensive theoretical model of brand extension that encompasses the critical factors which determine the attractiveness and development of brand extension. This allows us to suggest that brand dilution is a viable opportunity to monetize the brand and not necessarily a liability to be avoided. Managers should then consider the brand as an asset on which to invest and, possibly, divest to increase the company’s cash inflows. We also confute the causal relationship from licensing to brand dilution. For the products that make the brand owner indifferent between internal and licensed development, switching to licensing always increases the quality of the extension. The model offers a novel perspective on important managerial choices and delivers hypotheses amenable to empirical testing. |
| 主题 | Industrial Organization |
| 关键词 | Brand dilution Brand licensing Double-sided moral hazard Reciprocal effect |
| URL | https://cepr.org/publications/dp17261 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/546275 |
| 推荐引用方式 GB/T 7714 | Vincenzo Denicolò,Emanuele Bacchiega,Mariachiara Colucci,et al. DP17261 An ugly face, really? A theoretical investigation into the causes of brand dilution. 2022. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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