Add to ORKGThe success of a brand extension depends largely on the similarity between the brand and its extension product. Recent psychological and neuroscientific evidence supports a dual-process model that distinguishes taxonomic feature-based similarity from thematic relation-based similarity. In addition to providing a parsimonious organizational framework for prior brand extension research, this dual-process model also provides novel predictions about the processing and evaluation of taxonomic brand extensions (e.g., Budweiser cola) and thematic brand extensions (e.g., Budweiser chips). Results indicate that taxonomic and thematic similarities independently contribute to branding professionals' and lay consumers' evaluations of real and hypotheti...
This thesis is aiming to find out whether extension category characteristics have impact on consume...
One of the more familiar means to capitalise on the reputation of an established brand, is to use th...
Brand extension has been regarded as a means to achieve growth by capitalising on the reputation of ...
The success of a brand extension depends largely on the similarity between the brand and its extensi...
The success of a brand extension depends largely on the similarity between the brand and its extensi...
Similarity has been identified as antecedent of the success of brand extensions. Recently a literatu...
This article examines two factors that differentiate between successful and unsuc-cessful brand exte...
. These authors contributed equally to this work. A brand name can be considered a mental category. ...
<div><p>A brand name can be considered a mental category. Similarity-based categorization theory has...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
ABSTRACT Current research has shown that consumers’ attitudes towards brand extensions are a funct...
Fit has been identified as an antecedent of the success of brand extensions. Recently, a new stream ...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
This thesis is aiming to find out whether extension category characteristics have impact on consume...
One of the more familiar means to capitalise on the reputation of an established brand, is to use th...
Brand extension has been regarded as a means to achieve growth by capitalising on the reputation of ...
The success of a brand extension depends largely on the similarity between the brand and its extensi...
The success of a brand extension depends largely on the similarity between the brand and its extensi...
Similarity has been identified as antecedent of the success of brand extensions. Recently a literatu...
This article examines two factors that differentiate between successful and unsuc-cessful brand exte...
. These authors contributed equally to this work. A brand name can be considered a mental category. ...
<div><p>A brand name can be considered a mental category. Similarity-based categorization theory has...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
ABSTRACT Current research has shown that consumers’ attitudes towards brand extensions are a funct...
Fit has been identified as an antecedent of the success of brand extensions. Recently, a new stream ...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
The brand extension literature suggests that consumers will favorably evaluate a brand extension whe...
This thesis is aiming to find out whether extension category characteristics have impact on consume...
One of the more familiar means to capitalise on the reputation of an established brand, is to use th...
Brand extension has been regarded as a means to achieve growth by capitalising on the reputation of ...