Results 1 to 10 of about 428,471 (322)
Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension [PDF]
Frontiers in Human Neuroscience, 2018 Brand extension is a marketing strategy to apply the previously established brand name into new goods or service. A number of studies have reported the characteristics of human event-related potentials (ERPs) in response to the evaluation of goods-to ...
Taeyang Yang +3 more
doaj +6 more sources
Frontiers in Psychology, 2022 The aim of this study is to investigate the drivers of brand extension attributes and its impact on intention to purchase brand extensions mediated by emotional consumer-brand relationship (ECBR).
Weijun Bian, Weijun Bian, Gong Yan
doaj +3 more sources
Group-Level Neural Responses to Service-to-Service Brand Extension [PDF]
Frontiers in Neuroscience, 2019 Brand extension is a marketing strategy leveraging well-established brand to promote new offerings provided as goods or service. The previous neurophysiological studies on goods-to-goods brand extension have proposed that categorization and semantic ...
Taeyang Yang, Sung-Phil Kim
doaj +5 more sources
Brand extension and purchase intention of Jordanian banks’ clients [PDF]
Innovative Marketing, 2022 Product/service extension is crucial for product/service development strategies; therefore, the study aims to investigate the impact of brand extension on consumers’ purchase intentions.
Abdel-Aziz Ahmad Sharabati +3 more
doaj +2 more sources
Involvement of bilateral insula in brand extension evaluation: an fMRI study [PDF]
Scientific Reports, 2021 The present study aims to investigate functional involvement of brain areas in consumers’ evaluation of brand extension that refers to the use of well-established brand for launching new offerings.
Taeyang Yang +3 more
doaj +2 more sources
Brand extension strategies and customer loyalty: Empirical evidence from fast-moving consumer goods companies [PDF]
Innovative MarketingThe expansion of brands through new product lines in the fiercely competitive fast-moving consumer goods (FMCG) industry is aimed at bolstering companies’ brands and market share while catering to customer preferences.
Banji Rildwan Olaleye +3 more
doaj +2 more sources
Brand Extension as Informational Leverage [PDF]
The Review of Economic Studies, 1998 The marketing literature refers to the concept of brand capital and provides empirical evidence that firms with a large stock of well established brands have an advantage in introducing new products. This paper develops a theory of brand extension as a mechanism for informational leverage in which a firm leverages off a good's reputation in one market ...
Choi, Jay Pil
openaire +5 more sources
Two-stage categorization in brand extension evaluation: electrophysiological time course evidence. [PDF]
PLoS ONE, 2014 A brand name can be considered a mental category. Similarity-based categorization theory has been used to explain how consumers judge a new product as a member of a known brand, a process called brand extension evaluation. This study was an event-related
Qingguo Ma, Cuicui Wang, Xiaoyi Wang
doaj +2 more sources
European Research on Management and Business Economics, 2021 This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the ...
M. Belén Prados-Peña +1 more
doaj +2 more sources
Management Letters/Cuadernos de Gestión, 2022 Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating ...
M.ª Belén Prados Peña
doaj +1 more source