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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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
The Relationship Between Consumer-Brand Identification and Brand Extension
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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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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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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