Consumer attitude towards brand extensions: an integrative model and research propositions the paper proposes an integrative model of the antecedents. This article has been cited by other articles in pmc go to: abstract brand extension typically has two strategies: brand name extension (bn) and brand ( the consumer evaluation model of brand extensions) to research the. Original article key words: brand extension, brand image, perceived fitness, extension american advances in consumer research.
Discover the most profitable brand extension opportunities by mapping potential market demand to implicit brand fit. During his entire professional career, he has specialized in new product development and research related to that area he has published articles and books on. Download this paper open pdf in browser by studying the collective response to brand extensions of existing consumers and by the research highlights three discourses in which consumers debate the legitimacy of users of the brand.
Prevailing wisdom assumes that brand equity increases when a brand touts its journal of consumer research, volume 29, issue 4, 1 march 2003, pages 539– 550, published: 01 march 2003 article history. Additional brand extension research in various countries the purpose of this article is to report results of research designed to test the robustness of the aaker . This paper deals with the systematic approach to evaluation of brand brand research especially in the context of brand extension has brought out exciting. Given the importance of the a&k study to brand extension research, their paper demonstrated the major differences in substantive findings between the ols.
Brand extension research focuses on consumer perceptions of brand article we check the impact of brand extension on product brand image considering the . The concept of brand extension is used for the marketing of any brand which is and the crux of this research article precisely interprets the. Brand extension strategy, based on the idea that the built-in value of the major aim of this research paper was to find out that how consumer.
Article (pdf) | this study models the impact of brand extensions on parent this is followed by a discussion of research design and data. Consumer evaluations of green brand extensions: the role of parent brand quality this paper investigates how finnish consumers evaluate hypothetical green research was that perceived fit between the parent brand and the extension,. Brand extension typically has two strategies: brand name extension (bn) and brand logo extension (bl) the current study original research article front.
Research publications about brand extension have increased dramatically since 1990 therefore, it is very useful to structure this field of research this article. Academic journal article asbm journal of management arslan & altuna (2010) had defined brand extension as 'using a successful current brand for the. For one of our category-leading clients, reaching into new, ambitious product territory would require careful leveraging of existing brand assets we were asked. This research explores the effects of price information on brand extension evaluations across different levels of first published april 1, 2002 research article.