Add to ORKGThis study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions. The authors present the results of an experiment based on a 2x2x2 between-subjects design, where the following three independent variables are considered: the category fit between the products involved in the extension decision (high vs. low), the naming strategy chosen for the new product (parent brand vs. sub-brand prominence), and the level of brand relationship quality (high vs. low). The dependent variable is the consumers’ evaluation of brand extension. The findings suggest that when brand relationship quality is high consumers evaluate the extension more favourably, no matter the level of category fit. When ...
The extraordinary development of store brands has been followed by higher sophistication of the stra...
When a known brand extends into a product category that involves sophisticated and state-of-the-art ...
Brand extension is a widely adopted strategy for firms to take advantage of an existing brand's equi...
This study explores the impact of brand relationship quality and brand naming strategies on the succ...
RESUMENLas extensiones de marca se han convertido en una de las estrategias más utilizadas por las e...
A recognized brand name that provides a competitive advantage is considered one of a firm’s most val...
In an ever more rising competitive environment, brand marketers are looking for ways to expand their...
This study analyzed the effects, in consumers’ evaluations, of different brand names (arbitrary, des...
ABSTRACT Current research has shown that consumers’ attitudes towards brand extensions are a funct...
O principal objetivo deste estudo é avaliar o efeito da qualidade percebida da marca-mãe e da simila...
Brand extension has been regarded as a means to achieve growth by capitalising on the reputation of ...
This article examines two factors that differentiate between successful and unsuc-cessful brand exte...
Brand extension strategy, based on the idea that the built-in value of the familiar brand name is tr...
Research on brand extensions identifies the concept of perceived fit as the prime determinant of suc...
The objective of this study is to analyze the effect that a brand extension strategy has on the bran...
The extraordinary development of store brands has been followed by higher sophistication of the stra...
When a known brand extends into a product category that involves sophisticated and state-of-the-art ...
Brand extension is a widely adopted strategy for firms to take advantage of an existing brand's equi...
This study explores the impact of brand relationship quality and brand naming strategies on the succ...
RESUMENLas extensiones de marca se han convertido en una de las estrategias más utilizadas por las e...
A recognized brand name that provides a competitive advantage is considered one of a firm’s most val...
In an ever more rising competitive environment, brand marketers are looking for ways to expand their...
This study analyzed the effects, in consumers’ evaluations, of different brand names (arbitrary, des...
ABSTRACT Current research has shown that consumers’ attitudes towards brand extensions are a funct...
O principal objetivo deste estudo é avaliar o efeito da qualidade percebida da marca-mãe e da simila...
Brand extension has been regarded as a means to achieve growth by capitalising on the reputation of ...
This article examines two factors that differentiate between successful and unsuc-cessful brand exte...
Brand extension strategy, based on the idea that the built-in value of the familiar brand name is tr...
Research on brand extensions identifies the concept of perceived fit as the prime determinant of suc...
The objective of this study is to analyze the effect that a brand extension strategy has on the bran...
The extraordinary development of store brands has been followed by higher sophistication of the stra...
When a known brand extends into a product category that involves sophisticated and state-of-the-art ...
Brand extension is a widely adopted strategy for firms to take advantage of an existing brand's equi...