Current Brands Research Articles

Physicochemical reports of gliclazide-carplex solid dispersions and tablets prepared with directly compressible co-processed excipients

ObjectivesThe main goal of this research was to develop better tablet formulations by utilizing solid dispersions (SDs) and coprocessing excipients composite to achieve a better release rate of poor water-soluble gliclazide. MethodsThe solvent evaporation method made SDs of gliclazide with different carriers carplex 67, carplex 80, and carplex FPS 500 (weight ratio, 1:1). The drug release patterns of the SDs were all evaluated and optimized. The SDs were illustrated by using scanning electron microscopy (SEM), differential scanning calorimetry (DSC), X-ray powder diffraction (PXRD), and Fourier transform infrared spectroscopy (FTIR). Tablet batches FGC-1 to 8 were made using gliclazide-carplex 67 solid dispersions (GC67-SDs) and the co-processed composite of excipients, namely starch-MCC-povidone (SMP) and lactose-MCC-povidone-sodium starch glycolate (LMPS), prepared with coprocessing technology. We evaluated these batches by conducting physicochemical tests and comparing them to the existing commercial brand. ResultsIn a water medium, the release of gliclazide from SDs peaked within the first 30 min, showing a roughly 5∼6-fold increase compared to plain gliclazide. This quick dissolution rate may be due to the amorphization of the drug, which improved the specific surface area, and increased wettability caused by the hydrophilic properties of carplex particles. This has been confirmed through SEM, DSC, FTIR, and PXRD analysis. All FGC formulations had satisfactory pre-compression factor results, while the post-compression parameters indicated good mechanical strength and homogeneity across the blend. All produced tablets met the weight variation, friability, and disintegration time limit set by the compendia. Through in vitro drug release testing, it was discovered that all FGC tablet batches had consistent and nearly identical release results compared to SDs of gliclazide. However, the FGC-5 to 8 batches containing LMPS composites were determined to be the most effective formulations. In the first 30 min in a water medium, the percentage of drug generated from the FGC-8 tablets involving GC67-SDs and co-processed composite LMPS-4 is approximately 3.5 times higher than the average release of currently marketed products (MPs). After storing the selected FGC tablet batches for three months at 40 °C and 75 % RH, there were no noticeable alterations in the amount of drug and drug release profiles across the batches. ConclusionBased on these findings, it appears that using the carplex silica-based SDs approach, along with gliclazide and co-processing excipients composite, could result in significant benefits compared to the current commercial brands. This approach could be effectively utilized to create solid dosage forms for drugs that have low solubility in water.

LEGAL PROTECTION OF A TRADEMARKS FROM DEEP LINKING IN THE DIGITAL WORLD

Issues surrounding the practice of deep linking as brand infringement represent a new transformation in the form of digital brand infringement. Legal protection against new forms of digital trademark infringement is urgently needed in order to protect brands as intellectual property rights in the ICT era. The approach method used in this research is normative juridical by using secondary data in the form of literature on laws and regulations, books and articles related to deep linking and brands. From the exposure and discussion of the act of deep linking of a brand digitally which is studied through the analysis in this article, it can be concluded that the theory and legal principles used in underlying the formation of a trademark protection law from deep linking as a trademark violation on the internet include the theory of brand protection in the era of ICT, the theory of development law and the theory of economic analysis of law (economic analysis of law). The principles that can underlie the law on trademark protection from deep linking include the Droit de Suite principle and the Good Faith principle. As a legal basis for civil lawsuits and criminal prosecution of deep linking of current brands, the articles contained in the ITE Law can be used because Law Number 20 of 2016 concerning Marks and Geographical Indications does not yet regulate deep linking.

Brand anthropomorphism on Twitter: communication strategies and consumer engagement

Purpose Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory (SET) and the dialogic theory, this study aims to investigate how anthropomorphized brands leverage different communication strategies on Twitter and how these strategies are related to consumer engagement. Design/methodology/approach Supervised machine learning was used to identify the communication strategies (i.e. message types and dialogic principles) of 125,887 tweets from 21 brand characters. Some statistical analyses (e.g. frequency analysis, Chi-square analysis and Poisson regression analysis) were performed to explore the relationships between communication strategies and consumer engagement (i.e. retweets and replies). Findings The majority of anthropomorphized brands’ tweets belonged to the socioemotional category and the most adopted dialogic principles were generation of return visits and conservation of visitors. Consumers engaged more with socioemotional tweets as well as the tweets that adopted the principles of dialogic loop and conservation of visitors. There were clear relationships between message types and dialogic principles in anthropomorphized brands’ tweets, and certain dialogic principles were found to effectively improve consumer engagement with certain message types. Originality/value To the best of the authors’ knowledge, this study is the first to investigate the communication strategies of anthropomorphized brand characters on Twitter using computational research methods. It not only provides brand managers a systematic review of how current anthropomorphized brands communicate with consumers on Twitter and what strategies work more effectively to trigger consumer engagement but also contributes to theory building in brand management by integrating the SET and the dialogic theory in brand anthropomorphism research.

A cost analysis and availability scenario of drugs and oral care products prescribed for common oral conditions with reference to the current Indian market prices, Jan Aushadhi, and the state medical commissions.

ABSTRACTContext:The prevalence of oral mucosal lesions across various countries varies from 4.9% to 64.7%. The cost barrier is an important factor that prevents people in low-middle income countries from seeking professional help for dental problemsAims:The present study aims to analyze the costs of medicines and oral care products prescribed for common oral lesions and to find the most expensive and the most economic brands.Methods and Material:The list of medicines and oral care products prescribed for the management of four oral conditions namely, recurrent aphthous stomatitis, oral candidiasis, oral herpes, and gingivitis were taken and their median retail prices, cost variation percentages were calculated from the current Indian market brands. The median retail prices were compared with their corresponding Jan Aushadhi prices. Also, the availability of the drugs and oral care products were evaluated across the state drug procurement lists of Tamil Nadu, Rajasthan, Uttar Pradesh, Telangana, and BiharResults:Wide cost variations were seen in most of the drugs and oral care products. The Jan Aushadhi prices of included drugs were very economical compared to the median market prices. However, the availability of the drugs was less in the Jan Aushadhi list and also in the state medical commission listsConclusions:The availability of such commonly used drugs in oral conditions has to be ensured in state and central departments by the policy makers. Price regulations of drugs routinely prescribed by dentists will help reduce the overall treatment costs for dental care.

Factor Affecting Behavioral Intentions Towards Private Brand

Purpose:
 The aim of this research is to investigate the factors affecting the purchase intention towards private brands in Karachi.
 Methodology:
 This study is quantitative in nature and a questionnaire was used as a research tool to gather data and SPSS is used for data analysis. The sampling technique that was used for this research was non-probability convenience sampling. Research primary data was gathered by adopting a survey method in the form of a questionnaire that was designed using Google Docs. It was then used to administer 400 respondents. The survey consisted of 31 structured questions that were based on 5 points Likert scale.
 Findings: 
 Results suggest that perceived price, quality, and packaging are fundamental factors that influence the purchase intention of purchasers for private brands in Pakistan. 
 Conclusion:
 The study concludes that storekeepers in Pakistan should concentrate on delivering excellent store brands at fair prices in order to increase their profits from private brands. Store owners can also formulate methodologies based on this research in order to make their current private brands successful.

Cochlear Implant Magnet Dislocation: Simulations and Measurements of Force and Torque at 1.5T Magnetic Resonance Imaging.

Dislocation of the magnet inside the implanted component of a cochlear implant (CI) can be a serious risk for patients undergoing a magnetic resonance imaging (MRI) exam. CI manufacturers aim to reduce this risk either via the design of the implant magnet or magnet housing, or by advising a compression bandage and cover over the magnet. The aim of this study is to measure forces and torque on the magnet for different CI models and assess the effectiveness of the design and preventative measures on the probability of magnet dislocation. Six CI models from four manufacturers covering all the current CI brands were included. Each model was positioned on a polystyrene head with compression bandage and magnet cover according to the recommendations of the manufacturer and tested for dislocation in a 1.5T whole-body MRI system. In addition, measurements of the displacement force in front of the MRI scanner and torque at the MRI scanner isocenter were obtained. Chance of CI magnet dislocation was observed for two CI models. The design of the magnet or magnet housing of the other models proved sufficient to prevent displacement of the magnet. The main cause for magnet dislocation was found to be the rotational force resulting from the torque experienced inside the magnet bore, which ranges from 2.4 to 16.2 N between the models, with the displacement force being lower, ranging from 1.0 to 1.8 N. In vitro testing shows that two CI models are prone to the risk of magnet dislocation. In these CI models, preparation before MRI with special compression bandage and a stiff cover are of importance. But these do not eliminate the risk of pain and dislocation requiring patient consulting before an MRI exam. Newer models show a better design resulting in a significantly reduced risk of magnet dislocation.

Client Consummation and Commitment on JIO Mobile Network in Vellore District: An Economic Analysis

Over the past few years, the Indian mobile market has documented an exponential growth that has topped the authority’s projections. Client Consummation is a measurement of consumer attitudes regarding products, services and products. Consumer Loyalty comprises of loyalty manners which is the act of customers making repeat purchases of current brands, rather than selecting competitor products. Client Constancy in Indian Mobile Telecommunication Services Sector Marketing Indian companies has been forced to adopt superiority organization platforms. Client consummation and future purchase purposes. Hostility in the broadcastings world in India is precise firm product moving of customers is also very high. That’s why each provider trying to provide the best for its customers so that they can be loyal to the same provider. Customer loyalty is defined as a relationship between customer with a particular brand name, and company exemplified by their purchase of the customer or consumer buying behavior towards a consistent and profitable brand and measured as recommended to other consumers. In India, there are ten mobile telecom providers operating in the market. The main aim of this research is to study the Client Consummation and Commitment on JIO Mobile Network in Vellore District of Tamil Nadu in Economic perspectives. The foundation of this study is to know the customer loyalty of JIO customers towards JIO after free services time was over. The research question stated for the study is, whether customers are continuing the JIO mobile network or not? To know overall consummation of clienteles towards services of JIO mobile network, what are the factors which considered selecting JIO mobile network? This research paper is purely based on the primary survey conducted in the study area with help of pre-determined and well-structured interview schedule. The area of the study is Vellore District of Tamil Nadu. The sample size for this research paper is determined as 80 households in the study area.

LEGAL CHALLENGES FACED BY LOCAL MUSLIM ENTREPRENEURS IN FRANCHISE INDUSTRY

The Malaysian franchise industry continues to achieve healthy growth by contributing RM27 billion to the country’s gross domestic product (‘GDP’) in 2017 while the annual growth rate for 2018 is 9 percent. As of February 2019, 877 current domestic and international franchise brands are registered with the Malaysian authority. Before the enactment of the Franchise Act in 1998, franchising in Malaysia was generally governed by contractual principles. Since the enforcement of the Franchise Act 1998, Malaysia has been promoting the franchise industry extensively via government bodies, especially the Ministry of Domestic Trade and Consumer Affairs. Malaysia does not have a specific framework for Syariah compliant business which is suitable to the local Muslim entrepreneurs, especially in the franchise industry. In fact, Malaysia has vast opportunities in expanding its franchise industry through the amendment of the relevant legal framework. The objective of this article is to look into the legal challenges faced by the local Muslim entrepreneurs in the franchise industry and suggest some proposals on how to make the franchise business and industry Syariah friendly as in some circumstances the franchisors and franchisees are Muslims. This is a qualitative study that involves a systematic study of philosophical and academic views through literature. Therefore, this study is not an empirical study but rather a library study from various primary data sources such as Quran, Hadis, franchising agreement, and secondary data sources namely articles and journals from an online database. The study found that challenges faced by local Muslim entrepreneurs in the franchise industry in Malaysia include the issues of the prohibition against the same business, financial concern, and monopoly by the franchisor. As such, it is suggested that the need for a unique legal framework for Islamic franchising business in Malaysia in order to protect the local Muslim entrepreneurs.

Smart destination brands: semiotic analysis of visual and verbal signs

PurposeSmart tourism is a destination management approach that requires the buy-in of a myriad of stakeholders. Its many audiences and complexity demand the creation of meaningful brands to effectively position and communicate smart tourism initiatives. The purpose of this paper is to explore how smart tourism branding strategies have been implemented to communicate relevant values, benefits and attributes to industry stakeholders through institutional websites.Design/methodology/approachBased on a semiotic analysis of two smart tourism-related sites (destinosinteligentes.es and smarttourismcapital.eu), the research interprets the brand-related visual and verbal signs.FindingsThe findings highlight how brand elements embedded in websites communicate a brand identity and facilitate particular interpretations of smart tourism. Both brands use similar signs to promote a techtopian vision of smart destinations but employ different strategies to motivate stakeholder buy-in.Research limitations/implicationsSmart tourism is currently largely embedded in overall smart city initiatives and finding tourism-specific examples online is difficult. However, the two selected websites reflect the brands of multiple destinations and permit a detailed analysis of meaning making. Future research can focus on how brand-related signs are perceived by different stakeholders.Practical implicationsIdentifying the strategies and shortcomings of current smart tourism brands informs future smart tourism branding efforts and effective communication with smart tourism stakeholders.Originality/valueSemiotics is a relevant but underutilized method to understand how smart tourism initiatives conceptualize “smartness.”

Percepción de la personalidad de marca en artículos deportivos en estudiantes universitarios españoles

<p>Esta investigación analiza el trabajo que realizan las marcas deportivas para estar presentes en la mente del consumidor, midiendo la percepción de la Personalidad de Marca de algunas de las más importantes. Utilizando la versión adaptada al mercado español de la escala de Personalidad de Marca creada por Aaker en 1997, fueron medidas las percepciones de cuatro de las más importantes marcas de material deportivo presentes en el mercado mundial y particularmente en el español – Adidas, Nike, Puma y Decathlon-. El estudio se realizó con una muestra de 424 individuos que mayoritariamente eran practicantes de actividad física y deporte. Se midieron las diferencias existentes en función de si el encuestado practicaba habitualmente deporte, de la edad, del género o de si tenía licencia federativa. Para hacerlo se analizaron las diferencias por medio de la t de Student para muestras independientes entre dos grupos o el análisis de varianza (ANOVA) con prueba post-hoc de Schefé para comparaciones con más de dos grupos. Tener una Personalidad de Marca perfectamente deinida facilita la elección del consumidor, ayudando a la toma de decisiones en un entorno de sobreabundancia de información. Los resultados de nuestro estudio conirman que Adidas y Nike son las que obtienen mejores puntuaciones en todas las Dimensiones de Personalidad de Marca, principalmente entre los más jóvenes, que son justamente el grupo de edad al que suelen dirigir sus acciones de promoción. Por su parte, Decathlon, destaca por su buena valoración en la dimensión de Tranquilidad, un aspecto que puede resultar atractivo al creciente grupo de nuevos practicantes de actividad física.</p>

The Impact of Word of Mouth on Intention to Purchase Currently Used and other Brands

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver's intention to purchase brands, using shift in the intention to purchase as the measure of impact. It distinguishes between currently used and other brands, and finds that PWOM has more impact, and NWOM less, when these forms of advice are on the current brand. The PWOM effect persists among those who are disinclined to rebuy their current brand, so it is not based on preference. Similarly, the NWOM effect is not enhanced when respondents are disinclined to repurchase their current brand. To explain this phenomenon, we suggest that the current brand is better understood, making it easier for customers to accept PWOM and reject NWOM on it, irrespective of preference. This work, by showing that the response to WOM is relatively independent of preference, also indicates that bias based on preference may be a limited hazard in survey responses about WOM. When account is taken of the relative frequency of WOM on current and other brands, PWOM has twice as much effect on customer acquisition as customer retention, while NWOM has more than four times as much effect in deterring the acquisition of new buyers as it has on deterring customer retention. This evidence contributes to our understanding of how WOM acts to both retain and acquire customers.

How Local/Global is your Brand?

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts. It tests this theory using a quantitative instrument to assess consumer perceptions of local/global brand categorisation, with representative samples. Currently, most of the literature relating to the different typologies of brands (global, local, etc.) has been founded on academic/practitioner categorisations based on objective criteria. Consumers, on the other hand, do not know these categorisations based on objective criteria and may well see the brands differently. Existing research to categorise brands from the consumer's perspective has been conducted with qualitative techniques using small samples, meaning the results obtained are difficult to generalise. This paper relies on the results of an empirical research study based on a survey carried out among Mexican consumers using a new methodology that follows the suggested categorisation principles of Steenkamp and De Jong (2010). The results provide an actual categorisation of leading brands into ‘global’, ‘local’, ‘glocal’ and ‘functional’, based on consumers' perspectives, and reveal important differences in the categorisation of brands vs the traditional approaches found in the literature.

The impact of the IS on the effectiveness of the sales funnel management as a part of CRM in an automotive company

Sales Funnel Management (SFM) as a part of the Customer Relationship Management (CRM) is of great importance in the automotive industry when the companies want to attract new customers and retain the existing ones. Due to the complex and changing business environment customers are becoming more and more demanding and less loyal to their current brands. Existing research has shown that IT/IS play a crucial role throughout the execution of the CRM activities. However, the mere existence of an IS in a company is not enough. The ability and willingness of companies to use these IS in a sufficient manner plays a key role in the success and failure of CRM activities. Therefore, the objective of the article is to show how the role of the IS impacts on the effectiveness of the SFM through conducting a case study analysis in a leading German automotive company. The results show that IS has an important impact on improvements in execution of all phases of SFM and importantly contributes to primary goals and measures of effectiveness of the SFM in the automotive company, which are the increased number of vehicles sold and the lowest possible cost per vehicle sold, as well as higher level of customer satisfaction.

Assessing the value of real-life brands in Virtual Worlds

Virtual Worlds are a significant new market environment for brand-building through experiential customer service interactions. Using value theory, this paper aims to assess the experiential brand value of real-life brands that have moved to the Virtual World of Second Life. A key premise is that current brand offerings in Virtual Worlds do not offer consumers adequate experiential value. The results demonstrate both the validity of an axiological approach to examining brand value, and highlight significant problems in consumer perceptions of the experiential value of brands within the Virtual World. A key finding is the difficulty in creating emotional brand value in Second Life which has serious implications for the sustainability of current real-life brands in Virtual Worlds. The paper rounds off with conclusions and implications for future research and practice in this very new area. • We examine brand value in Virtual Worlds. • A value theory approach is applied to explore experiential brand value. • Difficulties in creating emotional brand value in VWs are identified. • There is a need to development new brand experience models in VWs.

Trends in E-Cigarette Awareness, Trial, and Use Under the Different Regulatory Environments of Australia and the United Kingdom.

E-cigarettes (ECs) have gained significant attention in recent years. They have been introduced in jurisdictions with divergent existing laws that affect their legality. This provides the opportunity for natural experiments to assess effects of such laws in some cases independent of any formulated government policy. We compare patterns of EC awareness and use over a 3 year period in Australia where laws severely restrict EC availability, with awareness and use in the United Kingdom where ECs are readily available. Data analyzed come from Waves 8 and 9 (collected in 2010 and 2013, respectively) of the International Tobacco Control surveys in Australia and the United Kingdom (approximately 1,500 respondents per wave per country). Across both waves, EC awareness, trial, and use among current and former smokers were significantly greater in the United Kingdom than in Australia, but all 3 of these measures increased significantly between 2010 and 2013 in both countries, and the rate of increase was equivalent between countries. Seventy-three percent of U.K. respondents reported that their current brands contained nicotine as did 43% in Australia even though sale, possession and/or use of nicotine-containing ECs without a permit are illegal in Australia. EC use was greater among smokers in both countries, at least in part due to less uptake by ex-smokers. EC awareness and use have risen rapidly between 2010 and 2013 among current and former smokers in both Australia and the United Kingdom despite different EC regulatory environments. Substantial numbers in both countries are using ECs that contain nicotine.

The dimensions of brand romance as predictors of brand loyalty among cell phone users

In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so as to increase brand loyalty. This study focussed on determining the extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and dominance predict brand loyalty among cell phone users in the North West province. In total 371 respondents participated in the study. Results indicate that with respect to brand romance, respondents’ current cell phone brands generate brand pleasure and brand arousal, but that these brands are not dominant in their minds. Although respondents participating in the study did not exhibit strong levels of brand loyalty towards their current cell phone brands, the three underlying dimensions of brand romance are statistically significant predictors of brand loyalty.

Evaluation of Ultra Violet Emissions Radiated from Compact Fluorescent Lamps of Iranian Current Brands

Background: Compact fluorescent lamp (CFL) is a developed fluorescent lamp type designed to saving energy. CFLs can cause an increased health risk to humans due to the ultraviolet radiation. Objectives: The current study aimed to assess the ultraviolet radiation emitted from compact fluorescent lamps in highly used Iranian brands. Materials and Methods: This experimental study was conducted on 16 CFLs that were manufactured by four Iranian manufacturers including: Pars Khazar, Parmis, Etehad and Nama Noor. The CFLs were marked as 11, 18, 40 and 60 Watt. Measurement was done in 10, 25, 50, 100, 150 and 200 cm in three angles including 0°, 45° and 90° using a calibrated UV-meter. All the CFLs are aged for one hundred hours in the laboratory. The information was analyzed using SPSS-20 and ANOVA test. Results: Measurement of UV showed that UVC emission was not observed at the distance of 10 cm in all of CFLs lamps. UVB irradiance in most of lamps in 10 and 25 cm was more than occupational exposure limits (OEL), but in 50 cm was less than OEL. One way ANOVA indicated that differences between UVB irradiance of four brands of lamps were not significant statistically (P > 0.05). UVA irradiance of all CFLs lamps in 25 cm was less than OEL. One way ANOVA indicated that differences between UVA statistically were not significant (P > 0.05). Conclusions: Based on the results of this study, authors recommended that CFLs lamps, due to UV radiation, especially in UVB span, be used at distances greater than 25 cm.Compact Fluorescent Lamp (CFL) is a developed fluorescent lamp type designed for saving energy. CFLs can cause the health risk increase in humans due to the ultraviolet radiation.

The Influence of the Brand Image and Information Involvement on the Evaluation of Brand Extension - The Case of Taiwan

The aim of this research is to explore how the images of current brands, the involvement of information the consumers receive and the interaction between the consumer characteristics affect their evaluation of brand extension in developing the brand extension. The research results report that the different brand images (functional, symbolic and experiential images) have significant influence on the evaluation of extension brands and the subjects with high information involvement would make better evaluation of the extension brand than the subjects with low information involvement.

Investigating brand romance, brand attitude and brand loyalty in the cellphone industry

Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers in order to ensure brand loyalty.Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa.Motivation for the study: One way in which brand loyalty in the cellphone industry can be achieved is to influence attitudes and, ultimately, create brand loyalty by promoting brand romance between the customer and the brand.Research design, approach and method: Being quantitative in nature, the study followed a descriptive research design to collect 371 responses through self-administered questionnaires.Main findings: The results indicated that most respondents were contract customers who only use a brand of cellphone for between one and three years. Brand romance toward cellphone brands was positive although room for improvement exists. Brand attitude toward current cellphone brands was also positive, but brand loyalty was fairly low, indicating that marketers need to improve brand loyalty toward their cellphone brand. There were, furthermore, significant and positive relationships between brand romance, brand attitude and brand loyalty toward cellphone brands.Practical/managerial implications: Brand romance can be considered to be a viable way of improving attitude toward a cellphone brand, ultimately leading to brand loyalty.Contribution/value-add: Brand romance in brand relationships has significant and positive relationships with brand attitude and brand loyalty in the cellphone industry of South Africa.

Friend or Foe: The Impact of Line Extension Advertising and Perceived Quality on Parent Brand Sales

Introducing new products is both risky and critical to a company's success. To help mitigate these risks, the use of line extension strategies has become widespread, with some researchers reporting that 95% of new product introductions are extensions of current brands. Support for the use of line extensions is based on the extended product's ability to leverage favorable parent brand associations and, hence, demonstrate a greater degree of success. To fully understand the success of a line extension, its impact, or spillover, on the parent brand must also be taken into account. This prompts the research question: Will a line extension help or hurt the parent brand? That is, will the introduction of the line extension result in incremental or reduced unit sales of the parent brand? The majority of research on line extensions focuses on forward effects from the parent brand (P) to the extension (X). In contrast, I study reciprocal advertising effects - those of X on P - using 45 P/X brand pairs in 15 categories. I test eight hypotheses derived from a model integrating associative network theory and information economics, suggesting positive interactions between P and X; and cross-elasticity theory, suggesting negative interactions when P and X are substitutes. I find the moderating variables similarity, concept consistency, and fit to be particularly important determinants of whether a line extension will have a net positive or net negative effect on unit sales of the parent brand.