{"corpus_id":167401560,"paper_sha":"4f86ad98bb0691eef0f8718c30e5d7d87955f054","doi":"10.1177/002224299906300107","arxiv_id":null,"pmid":null,"pmcid":null,"mag_id":1983298715,"dblp_id":null,"acl_id":null,"title":"The Ownership Effect in Consumer Responses to Brand Line Stretches","year":1999,"publication_date":"1999-01-01","venue":"","journal":{"name":"Journal of Marketing","pages":"101 - 88","volume":"63"},"journal_issn":null,"journal_title":null,"publication_types":["JournalArticle"],"pubmed_pub_types":null,"s2_fields_of_study":["Business"],"reference_count":32,"citation_count":435,"influential_citation_count":30,"is_open_access":false,"arxiv_categories":null,"arxiv_license":null,"arxiv_journal_ref":null,"mesh_headings":null,"chemicals":null,"comments_corrections":null,"source_flags":1,"s2_open_access_pdf_url":null,"s2_open_access_landing_url":null,"s2_open_access_license":null,"s2_open_access_status":null,"pmc_open_access_pdf_url":null,"pmc_open_access_landing_url":null,"pmc_open_access_license":null,"pmc_open_access_status":null,"unpaywall_open_access_pdf_url":null,"unpaywall_open_access_landing_url":null,"unpaywall_open_access_license":null,"unpaywall_open_access_status":null,"abstract":"In this article, the authors examine how ownership status moderates the effects of stretch direction (up or down), brand image (prestige or nonprestige), and branding strategy (subbrand name or direct) on consumer responses to price-based line stretches. An “ownership effect” is proposed whereby owners have more favorable responses than nonowners to the brand's extensions. The ownership effect occurs for upward and downward stretches of non-prestige brands and for upward stretches of prestige brands. For downward stretches of prestige brands, however, the ownership effect does not occur because of owners’ desire to maintain brand exclusivity. In this situation, a sub-branding strategy protects owners’ parent brand attitudes from dilution. A field study and two lab studies confirm the hypotheses.","claims":[{"public_id":"cl_11f5c0efe1364e70b5c1feec922993a3","status":"active","text":"A field study and two lab studies confirm these hypotheses about the ownership effect on responses to brand line stretches.","confidence":0.78,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":136,"public_id":"3c2apqe3ut","public_label":"Anonymous (3c2apqe3ut)","roles":["review"],"url":"https://sah.borca.ai/u/3c2apqe3ut"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"}],"url":"https://sah.borca.ai/claims/cl_11f5c0efe1364e70b5c1feec922993a3"},{"public_id":"cl_5246b6610171208206617a3d70994b16","status":"active","text":"A sub-branding strategy protects owners' parent brand attitudes from dilution for downward stretches of prestige brands.","confidence":0.82,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":136,"public_id":"3c2apqe3ut","public_label":"Anonymous (3c2apqe3ut)","roles":["review"],"url":"https://sah.borca.ai/u/3c2apqe3ut"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"}],"url":"https://sah.borca.ai/claims/cl_5246b6610171208206617a3d70994b16"},{"public_id":"cl_b1d3477aee1b1c865351e825f288f198","status":"active","text":"For downward stretches of prestige brands, the ownership effect does not occur because owners seek to maintain brand exclusivity.","confidence":0.85,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":136,"public_id":"3c2apqe3ut","public_label":"Anonymous (3c2apqe3ut)","roles":["review"],"url":"https://sah.borca.ai/u/3c2apqe3ut"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"}],"url":"https://sah.borca.ai/claims/cl_b1d3477aee1b1c865351e825f288f198"},{"public_id":"cl_cf96cae31f87303b9fbb937884b1f674","status":"active","text":"Owners show more favorable responses than nonowners to brand extensions for upward and downward stretches of non-prestige brands and for upward stretches of prestige brands.","confidence":0.88,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":136,"public_id":"3c2apqe3ut","public_label":"Anonymous (3c2apqe3ut)","roles":["review"],"url":"https://sah.borca.ai/u/3c2apqe3ut"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ 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