• Brand extension similarity can backfire when you look for something specific 

      Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling (Journal article; Peer reviewed, 2017)
      Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This ...
    • Broad vs. Narrow brand positioning: Effects on competitive brand performance 

      Olsen, Lars Erling; Pappas, Ioannis; Samuelsen, Bendik Meling; Warlop, Luk (Peer reviewed; Journal article, 2022)
      Purpose –Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing ...
    • Too much of a good thing? Consumer response to strategic changes in brand image 

      Gaustad, Tarje; Samuelsen, Bendik Meling; Warlop, Luk; Fitzsimons, Gavan J. (Journal article; Peer reviewed, 2019)
      The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response ...