Kotler - Keller - Managementul Marketingului

> Crearea capitalului mårcii < Capitolul 9 451
51. Constance L. Hays, „No More Brand X: Licensing of
Names Adds to Image and Profit“, New York Times, 12
iunie 1998, p. D1; Carleen Hawn, „What’s in a Name?
Whatever You Make It“, Forbes, 27 iulie 1998, pp. 84-88;
Carl Quintanilla, „Advertising: Caterpillar, Deere Break
Ground in Consumer-product Territory“, Wall Street
Journal, 20 iunie 1996, p. B2. Vezi çi Aaker, Building
Strong Brands.
52. Becky Ebenkamp, „The Creative License“, Brandweek,
9 iunie 2003, pp. 36-40.
53. Theodore Levitt, „Marketing Success Through Differentiation
– of Anything“, Harvard Business Review, ianuarie-februarie
1980, pp. 83-91.
54. Dan Reed, „Low-fare Rivals Keep a Close Eye on Song“,
USA Today, 25 noiembrie 2003, p. 6B.
55. Byung-Do Kim çi Mary W. Sullivan, „The Effect of Parent
Brand Experience on Line Extension Trial and Repeat
Purchase“, Marketing Letters 9, aprilie 1998, pp. 181-193.
56. Kevin Lane Keller çi David A. Aaker, „The Effects of
Sequential Introduction of Brand Extensions“, Journal of
Marketing Research 29, februarie 1992, pp. 35-50; John
Milewicz çi Paul Herbig, „Evaluating the Brand Extension
Decision Using a Model of Reputation Building“,
Journal of Product & Brand Management 3, no. 1, 1994,
pp. 39-47.
57. Maey W. Sullivan, „Brand Extensions: When to Use
Them“, Management Science 38, no. 6, iunie 1992, pp.
793-806; Daniel C. Smith, „Brand Extension and Advertising
Efficiency: What Can and Cannot Be Expected“,
Journal of Advertising Research, noiembrie/decembrie
1992, pp. 11-20. Vezi çi Daniel C. Smith çi C. Whan
park, „The Effects of Brand Extensions on Market Share
and Advertising Efficiency“, Journal of Marketing Research
29, august 1992, pp. 296-313.
58. Laurie Freeman, „Helene Curtis Relies on Finesse“,
Advertising Age, 14 iulie 1986, p. 2.
59. Subramanian Balachander çi Sanjoy Ghose, „Reciprocal
Spillover Effect: A Strategic Benefit of Brand Extensions“,
Journal of Marketing 67, no. 1, ianuarie 2003, pp.
4-13.
60. John A. Quelch çi David Kenny, „Extend Profits, Not
Product Lines“, Harvard Business Review, septembrie-octombrie
1994, pp. 153-160; „The Logic of Product-Line
Extensions“, Harvard Business Review,
noiembrie-decembrie 1994, pp. 53-62; J. Andrews çi 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, noiembrie 1998); Maureen Morrin,
„The Impact of Brand Extensions on Parent Brand
Memory Structures and Retrieval Processes“, Journal of
Marketing Research 36, no. 4, 1999, pp. 517-525.
61. Al Ries çi Jack Trout, Positioning: The Battle for Your
Mind (New York: McGraw-Hill, 1981).
62. David A. Aaker, Brand Portfolio Strategy: Creating Relevance,
Differentiation, Energy, Leverage, and Clarity
(New York: Free Press, 2004).
63. Mary W. Sullivan, „Measuring Image Spillovers in Umbrella-branded
Products“, Journal of Business 63, no. 3,
1990, pp. 309-329.
64. Barbara Loken çi Deborah Roedder John, „Diluting
Brand-Beliefs: When Do Brand Extensions Have a
Negative Impact?“, Journal of Marketing, iulie 1993, pp.
71-84; Deborah Roedder John, Barbara Loken çi
Christopher Joiner, „The Negative Impact of Extensions:
Can Flagship Products Be Diluted“, Journal of Marketing,
ianuarie 1998, pp. 19-23; Susan M. Broniarczyk
çi Joseph W. Alba, „The Importance of the Brand in
Brand Extension“, Journal of Marketing Research, mai
1994, pp. 214-228 (aceastå întreagå ediÆie este dedicatå
mårcilor çi capitalului mårcii). Vezi çi R. Ahluwalia çi
Z. Gurhan-Canli, „The Effects of Extensions on the
Family Brand Name: An Accessibility-Diagnosticity
Perspective“, Journal of Consumer Research 27,
decembrie 2000, pp. 371-381; Z. Gurhan-Canli çi M.
Durairaj, „The Effects of Extensions on Brand Name
Dilution and Enhancement“, Journal of Marketing
Research 35, 1998, pp. 464-473; S. J. Milberg, C. W.
Park çi M. S. McCarthy, „Managing Negative Feedback
Effects Associated with Brand Extensions: The Impact
of Alternative Branding Strategies“, Journal of
Consumer Psychology 6, 1997, pp. 119-140.
65. Andrea Rothman, „France’s Bic Bets U.S. Consumers
Will Go for Perfume on the Cheap“, Wall Street Journal,
12 ianuarie 1989, p. B6.
66. Philip Kotler, Marketing Management, ediÆia a 11-a
(Upper Saddle River, NJ: Prentice Hall, 2003); Patrick
Barwise çi Thomas Robertson, „Brand Portfolios“,
European Management Journal 10, no. 3, septembrie
1992, pp. 277-285.
67. Jack Trout, Differentiate or Die: Survival in Our Era of
Killer Competition (New York: John Wiley, 2000).
68. Nirmalaya Kumar, „Kill a Brand, Keep a Customer“,
Harvard Business Review, decembrie 2003, pp. 87-95.
69. Pentru o abordare metodologicå a evaluårii gradului çi
tipului de canibalizare, vezi Charlotte H. Mason çi
George R. Milne, „An Approach for Identifying Cannibalization
within Product Line Extensions and Multi-Brand
Strategies“, Journal of Business Research 31, 1994, pp.
163-170.
70. Paul W. Farris, „The Chevrolet Corvette“, Case
UVA-M-320, The Darden Graduate Business School
Foundation, University of Virginia, Charlottesville, Virginia.