Details
| Original language | English |
|---|---|
| Pages (from-to) | 31-52 |
| Number of pages | 22 |
| Journal | Journal of General Management |
| Volume | 33 |
| Issue number | 3 |
| Publication status | Published - Mar 2008 |
Abstract
While brand licensing is becoming increasingly popular, the consequences of this particular form of brand extension are not well researched to date. Advantages and disadvantages have been extensively discussed from the perspective of brand licensors and licensees. What is currently missing, however, is an understanding of customer perceptions and reactions when customers realise that a product and/or service is provided by a company that has simply bought the right to use the brand name and logo rather than provided by the original brand owner. This paper presents the first empirical study on specific effects of brand licensing by analysing the effects of prior brand licensing knowledge on customer brand evaluation and product evaluation. The results show no major evidence of specific brand licensing effects with regard to ordinary cases. More risks might be associated in specific brand licensing cases - these are also briefly discussed.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business, Management and Accounting (miscellaneous)
- Business, Management and Accounting(all)
- Strategy and Management
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In: Journal of General Management, Vol. 33, No. 3, 03.2008, p. 31-52.
Research output: Contribution to journal › Review article › Research › peer review
}
TY - JOUR
T1 - How risky are brand licensing strategies in view of customer perceptions and reactions?
AU - Wiedmann, Klaus Peter
AU - Ludewig, Dirk
PY - 2008/3
Y1 - 2008/3
N2 - While brand licensing is becoming increasingly popular, the consequences of this particular form of brand extension are not well researched to date. Advantages and disadvantages have been extensively discussed from the perspective of brand licensors and licensees. What is currently missing, however, is an understanding of customer perceptions and reactions when customers realise that a product and/or service is provided by a company that has simply bought the right to use the brand name and logo rather than provided by the original brand owner. This paper presents the first empirical study on specific effects of brand licensing by analysing the effects of prior brand licensing knowledge on customer brand evaluation and product evaluation. The results show no major evidence of specific brand licensing effects with regard to ordinary cases. More risks might be associated in specific brand licensing cases - these are also briefly discussed.
AB - While brand licensing is becoming increasingly popular, the consequences of this particular form of brand extension are not well researched to date. Advantages and disadvantages have been extensively discussed from the perspective of brand licensors and licensees. What is currently missing, however, is an understanding of customer perceptions and reactions when customers realise that a product and/or service is provided by a company that has simply bought the right to use the brand name and logo rather than provided by the original brand owner. This paper presents the first empirical study on specific effects of brand licensing by analysing the effects of prior brand licensing knowledge on customer brand evaluation and product evaluation. The results show no major evidence of specific brand licensing effects with regard to ordinary cases. More risks might be associated in specific brand licensing cases - these are also briefly discussed.
UR - http://www.scopus.com/inward/record.url?scp=43149087327&partnerID=8YFLogxK
U2 - 10.1177/030630700803300303
DO - 10.1177/030630700803300303
M3 - Review article
AN - SCOPUS:43149087327
VL - 33
SP - 31
EP - 52
JO - Journal of General Management
JF - Journal of General Management
SN - 0306-3070
IS - 3
ER -