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Barbara Loken
Researcher at University of Minnesota
Publications - 58
Citations - 7059
Barbara Loken is an academic researcher from University of Minnesota. The author has contributed to research in topics: Brand extension & Brand management. The author has an hindex of 26, co-authored 57 publications receiving 6429 citations. Previous affiliations of Barbara Loken include University of Illinois at Urbana–Champaign.
Papers
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Use of mass media campaigns to change health behaviour
TL;DR: It is concluded that mass media campaigns can produce positive changes or prevent negative changes in health-related behaviours across large populations.
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A Process-Tracing Study of Brand Extension Evaluation:
David M. Boush,Barbara Loken +1 more
TL;DR: Results of a laboratory experiment in which response times and verbal protocols were used to examine processes related to the evaluation of brand extensions showed that subjects’ attitudes toward brand extensions were correlated highly with their ratings of brand extension typicality.
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Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?:
TL;DR: This article examined situations in which brand extensions are more or less likely to dilute beliefs associated with the family brand name, and found that the results of an experimental investigation indicate that the extensions are less likely than the original brand name.
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Alternative Approaches to Understanding the Determinants of Typicality
Barbara Loken,James C. Ward +1 more
TL;DR: In this article, data were collected for eight sets of product and brand-level categories to understand the determinants of typicality and the relationship between typicality with attitude for each category level.
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The negative impact of extensions: can flagship products be diluted?
TL;DR: In this paper, the authors examined whether extensions can dilute beliefs associated with a product's brand and line extension strategy, and concluded that extensions may dilute consumers' trust in a product.