By-Brand or By-Category? The Effect of Display Format on Brand Extension Evaluation
Abstract
Although consumers often encounter brand extensions for the first time during a store visit, most research on brand extensions does not take into consideration how product display in retail environments might affect evaluation of a brand extension. We explore the effect of two distinct display formats on brand extension evaluations: by-brand display, where a brand extension is presented in the context of other products made by the same parent...
Paper Details
Title
By-Brand or By-Category? The Effect of Display Format on Brand Extension Evaluation
Published Date
Sep 1, 2019
Journal
Volume
95
Issue
3
Pages
76 - 85
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