An empirical investigation of brand extensions' influence on parent brand image using Brand Concept Maps
Published: Jan 1, 2014
Abstract
Several studies have addressed feedback effects of brand extensions on parent brand images, as well as the role of consistency between the parent brand and its extension. Aside from positive effects that may enhance the parent brand image, marketers are especially concerned about diluting effects that may negatively influence the parent brand image. Assuming that brand images are stored in a network structure in the consumers’ mind, it is...
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