Determinants of Consumer Attitudes toward Brand Extensions: An Experimental Study

Volume: 28, Issue: 3, Pages: 809
Published: Sep 1, 2011
Abstract
Brand extension is a form of new product introduction in which the name of an established brand is attached to a new product introduced in a separate category, facilitating acceptance because consumers transfer the affect and meanings they associate with the parent brand to the extension. A factorial investigation varies three factors, attitude toward the parent brand, brand specific associations formed in the extension category, and similarity...
Paper Details
Title
Determinants of Consumer Attitudes toward Brand Extensions: An Experimental Study
Published Date
Sep 1, 2011
Volume
28
Issue
3
Pages
809
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