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Putting brands in their place: How a lack of control keeps brands contained

Publication ,  Journal Article
Cutright, KM; Bettman, JR; Fitzsimons, GJ; Thomas, RD
Published in: Journal of Marketing Research
January 1, 2013

New brand extensions can push a brand outside its typical boundaries. In this artietingcle, the authors argue that people's acceptance of such extensions depends on their feelings of control. Across several studies, the authors demonstrate that when feelings of personal control are low, consumers and managers seek greater structure in brands and thus reject brand extensions that do not seem to fit well with the parent brand. The authors also identify important boundary conditions that illustrate when consumers are most likely to punish a brand for poor-fitting brand extensions and how the effect can be mitigated. © 2013 American Marketing Association.

Duke Scholars

Published In

Journal of Marketing Research

DOI

ISSN

0022-2437

Publication Date

January 1, 2013

Volume

50

Issue

3

Start / End Page

365 / 377

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

APA
Chicago
ICMJE
MLA
NLM
Cutright, K. M., Bettman, J. R., Fitzsimons, G. J., & Thomas, R. D. (2013). Putting brands in their place: How a lack of control keeps brands contained. Journal of Marketing Research, 50(3), 365–377. https://doi.org/10.1509/jmr.10.0202
Cutright, K. M., J. R. Bettman, G. J. Fitzsimons, and R. D. Thomas. “Putting brands in their place: How a lack of control keeps brands contained.” Journal of Marketing Research 50, no. 3 (January 1, 2013): 365–77. https://doi.org/10.1509/jmr.10.0202.
Cutright KM, Bettman JR, Fitzsimons GJ, Thomas RD. Putting brands in their place: How a lack of control keeps brands contained. Journal of Marketing Research. 2013 Jan 1;50(3):365–77.
Cutright, K. M., et al. “Putting brands in their place: How a lack of control keeps brands contained.” Journal of Marketing Research, vol. 50, no. 3, Jan. 2013, pp. 365–77. Scopus, doi:10.1509/jmr.10.0202.
Cutright KM, Bettman JR, Fitzsimons GJ, Thomas RD. Putting brands in their place: How a lack of control keeps brands contained. Journal of Marketing Research. 2013 Jan 1;50(3):365–377.

Published In

Journal of Marketing Research

DOI

ISSN

0022-2437

Publication Date

January 1, 2013

Volume

50

Issue

3

Start / End Page

365 / 377

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing