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   Articles with "brand extension" as a keyword



The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife

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recommendations! Published in 2017 at "Journal of Cultural Heritage"

DOI: 10.1016/j.culher.2017.12.003

Abstract: Abstract As a widely-used strategy among firms wishing to launch new products, brand extension has been the focus of numerous studies in recent years. However, very few works have focused on analysing brand extensions in… read more here.

Keywords: effect; brand; brand extension; authenticity ... See more keywords

From smartphones to electric cars: a multidimensional analysis of Xiaomi’s brand extension and consumer perceptions

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recommendations! Published in 2025 at "Journal of Strategic Marketing"

DOI: 10.1080/0965254x.2025.2520318

Abstract: ABSTRACT This study investigates consumer perceptions of Xiaomi’s brand extension from electronics to automobiles, focusing on the SU7 electric car. Guided by signaling theory, it explores how brand trust, perceived quality, and user satisfaction influence… read more here.

Keywords: xiaomi brand; analysis; brand; consumer perceptions ... See more keywords

The Relationship Between Consumer-Brand Identification and Brand Extension

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recommendations! Published in 2019 at "Journal of Relationship Marketing"

DOI: 10.1080/15332667.2018.1534064

Abstract: Abstract The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI… read more here.

Keywords: consumer brand; research; brand; brand extension ... See more keywords

Investigating feedback effects in the field of brand extension using brand concept maps

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recommendations! Published in 2018 at "Baltic Journal of Management"

DOI: 10.1108/bjm-02-2017-0031

Abstract: Purpose The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information… read more here.

Keywords: brand concept; concept maps; feedback effects; brand ... See more keywords

Brand extension similarity can backfire when you look for something specific

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recommendations! Published in 2017 at "European Journal of Marketing"

DOI: 10.1108/ejm-09-2015-0662

Abstract: Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on… read more here.

Keywords: similarity; effect; brand; brand extension ... See more keywords

Exploring the Power of Brand Extension in Museums. Insights from the Louvre Abu Dhabi

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recommendations! Published in 2024 at "SAGE Open"

DOI: 10.1177/21582440241271901

Abstract: This study investigates the Louvre Abu Dhabi as a brand extension of the Louvre in France, focusing on factors influencing brand extension attitude and its impact on visit intention. Data from 934 questionnaires are analyzed… read more here.

Keywords: brand; extension; abu dhabi; louvre abu ... See more keywords