Concepedia

Brand Stretch

Brand Stretch is a strategic brand management framework that extends a parent brand into a new product category with a significant divergence in consumer expectations, thereby differentiating it from conventional brand extensions by emphasizing radical category repositioning rather than incremental product-line expansion.

5

Publications

256

Citations

6

Authors

3

Institutions

Publications per year

2017–2026

0

Parents

Publications

5

How Far Can a Brand Stretch? Understanding the Role of Self-Construal

Rohini Ahluwalia · Journal of Marketing Research · 2008 · 188 citations

, , +14

Stretching Firm and Brand Reputation

The RAND Journal of Economics · 2000 · 21 citations · Full text

, , +12

Consumer evaluations on brand extensions: B2B brands extended into B2C markets

Şebnem Burnaz, Pınar Bilgin · Journal of Product & Brand Management · 2011 · 20 citations

, , +17

The attitudinal response to alternative brand growth strategies

Bendik M. Samuelsen, Lars Erling Olsen · European Journal of Marketing · 2012 · 17 citations

, , +13

Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout

David Taylor · 2004 · 10 citations

, , +16

1–5 of 5

Authors

6

  1. PB
    Pınar Bilgin

    Bilkent University, Türkiye

    1 publications · 20 citations

    1

    h-index

  2. DT
    David Taylor

    University of Brighton, United Kingdom

    1 publications · 10 citations

    1

    h-index

  3. LE
    Lars Erling Olsen

    BI Norwegian Business School, Norway

    1 publications · 17 citations

    1

    h-index

  4. ŞB
    Şebnem Burnaz

    Istanbul Technical University, Türkiye

    1 publications · 20 citations

    1

    h-index

  5. BM
    Bendik M. Samuelsen

    BI Norwegian Business School, Norway

    1 publications · 17 citations

    1

    h-index

1–5 of 6

Institutions

3

  1. BI Norwegian Business School

    Oslo, Norway

    1 h-index

    1 publications

    17 citations

  2. University of Minnesota

    Minneapolis, United States

    1 h-index

    1 publications

    188 citations

  3. Istanbul Technical University

    Istanbul, Türkiye

    1 h-index

    2 publications

    40 citations

1–3 of 3

Venues

  1. Journal of Marketing Research

    1 publications · 188 citations

    1

    h-index

  2. The RAND Journal of Economics

    1 publications · 21 citations

    1

    h-index

  3. Journal of Product & Brand Management

    1 publications · 20 citations

    1

    h-index

  4. European Journal of Marketing

    EJM · 1 publications · 17 citations

    1

    h-index

1–4