# Brand extension failure and parent brand penalty: The role of implicit theories

> Research article (Journal of Consumer Psychology, 2023) · cited 20× · AI/ML

**Wikidata**: [openalex:W3173918706](https://www.wikidata.org/wiki/openalex:W3173918706)  
**Source**: https://4ort.xyz/entity/brand-extension-failure-and-parent-brand-penalty-the-role-of-implicit-theories