Add to ORKGThe issue of the brand extension has been widely studied. but why some far-extensions can be successful in market is still an unsolved question. based on the review of the pilot researches, three experiments were conducted to find the potential mechanism behind the consumer behavior. the results show that in order to be successful in a far-extension, the brand itself should have three characters: with high brand-affect; with low relation to a certain product category; with more abstract meaning than productive meaning
Brand extensions have been developing for the last decade as one of the most important growth strate...
The use of brand extensions has become fundamental to the business model of most luxury brands. Many...
When a known brand extends into a product category that involves sophisticated and state-of-the-art ...
The issue of the brand extension has been widely studied. but why some far-extensions can be success...
This project aims to identify the various success factors of brand extension. In our study, the succ...
Previous research has shown that creative brand extensions do not necessarily translate into market ...
FMCG companies use extensions to launch bulk of their new products. This trend is set to continue de...
Purpose: Past research on brand extensions has been searching for conditions for successful brand ex...
Research into brand extensions has mainly focused on consumers' extension evaluations without consid...
This article examines two factors that differentiate between successful and unsuc-cessful brand exte...
The cost of launching a totally new product or brand is usually very high accompanied by the risk of...
This thesis is aiming to find out whether extension category characteristics have impact on consume...
In today’s world, where the consumer is constantly exposed to more and more brands in almost any kin...
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 201...
Hypermarket brand extension products were introduced to the market some time ago and now include a g...
Brand extensions have been developing for the last decade as one of the most important growth strate...
The use of brand extensions has become fundamental to the business model of most luxury brands. Many...
When a known brand extends into a product category that involves sophisticated and state-of-the-art ...
The issue of the brand extension has been widely studied. but why some far-extensions can be success...
This project aims to identify the various success factors of brand extension. In our study, the succ...
Previous research has shown that creative brand extensions do not necessarily translate into market ...
FMCG companies use extensions to launch bulk of their new products. This trend is set to continue de...
Purpose: Past research on brand extensions has been searching for conditions for successful brand ex...
Research into brand extensions has mainly focused on consumers' extension evaluations without consid...
This article examines two factors that differentiate between successful and unsuc-cessful brand exte...
The cost of launching a totally new product or brand is usually very high accompanied by the risk of...
This thesis is aiming to find out whether extension category characteristics have impact on consume...
In today’s world, where the consumer is constantly exposed to more and more brands in almost any kin...
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 201...
Hypermarket brand extension products were introduced to the market some time ago and now include a g...
Brand extensions have been developing for the last decade as one of the most important growth strate...
The use of brand extensions has become fundamental to the business model of most luxury brands. Many...
When a known brand extends into a product category that involves sophisticated and state-of-the-art ...