Doctor of Philosophy
Maria Susana Jaramillo Echeverri
This three-essay dissertation is centered on brand management. The first essay applies a bibliometric approach and analyzes 761 brand extension articles published between 1990 and 2022 using data from Scopus and Web of Science databases and citations from Google Scholar. Systematically exploring key themes, contributions, and citation patterns, the results demonstrate the evolution of research themes for the last three decades by examining central and emerging themes as well as their transformation. Based on the performance analysis and science mapping, the study identifies several gaps in brand extension research and suggests future research opportunities. The second essay employs an event study to investigate the spillover effect of the product recall at one U.S. food retailer on the shareholder value of other U.S. rival food retailers. Using the AMC framework, the essay examines how rival firms’ following motivational factors: awareness of the crisis (media coverage), a rival firm’s capability to respond (organizational slack), and motivation to respond (hazard severity, prior recalls history) influence the direction and magnitude of the rival firm’s shareholder value after a product recall. My results show a negative and significant effect of a product recall on rival food retailers. The results of cross-sectional regression demonstrate that product recall’s high media coverage can mitigate the negative effect of a product recall for rival food retailers. Furthermore, rivals with high resource slack have more opportunities to absorb the negative consequences of a product recall. Finally, recalls with high hazards result in greater investors’ disapproval. The essay has theoretical and managerial implications by demonstrating that a product recall at one food retailer can result in a negative spillover effect, managers of rival retailers should take steps to ensure product safety as early as possible, pay attention to the rivals’ product recall announcements, and use resource slack to mitigate this negative effect. The third essay examines the impact of extension similarity, individuals self- regulatory focus, and brand logo symmetry on brand extension evaluation. The results of an experimental study have confirmed prior findings that near extensions are evaluated more positively than distant extensions. In addition, the essay has revealed that promotion-focused individuals have a more favorable attitude toward distant brand extensions than prevention-focused individuals, whereas they are equally responsive to near brand extensions. The essay concludes with theoretical and managerial implications as well as recommendations for future research. Keywords: brand extensions, bibliometric, product recall, spillover effect, shareholder value, regulatory focus
Dissertation or thesis originally submitted to ProQuest
Tokareva, Svetlana, "Three Essays in Brand Management. A Multi-Method Approach" (2023). Electronic Theses and Dissertations. 3027.