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
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 +4 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
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 +4 more sources
Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment [PDF]
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 +2 more sources
Negative Effects of Brand Extension [PDF]
JISR Management and Social Sciences & Economics, 2010 Academicians in general, and students in particular, have recently started idealizing and romanticizing hypotheses-based empirical studies, so much so, that they incorporate hypotheses in their reports and papers, whether there is any need for them or ...
Tariq Jalees, Nadia Tariq
doaj +2 more sources
A Novel Recurrent Neural Network to Classify EEG Signals for Customers' Decision-Making Behavior Prediction in Brand Extension Scenario [PDF]
Frontiers in Human Neuroscience, 2021 It was meaningful to predict the customers' decision-making behavior in the field of market. However, due to individual differences and complex, non-linear natures of the electroencephalogram (EEG) signals, it was hard to classify the EEG signals and to ...
Qingguo Ma +7 more
doaj +2 more sources
Unique Brand Extension Challenges For Luxury Brands
Journal of Business & Economics Research (JBER), 2011 <p class="MsoBodyTextIndent3" style="line-height: normal; margin: 0in 34.2pt 0pt 0.5in;"><span style="font-style: normal;"><span style="font-size: x-small;"><span style="font-family: Times New Roman;">This article addresses the impact of brand extensions on the brand equity of luxury brands.<span style="mso-spacerun: yes;">
Nicole Stegemann
openalex +4 more sources
Brand Extension as Informational Leverage [PDF]
The Review of Economic Studies, 1997 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.
Choi, Jay Pil
core +5 more sources
Locus of Equity and Brand Extension [PDF]
Journal of Consumer Research, 2003 Prevailing wisdom assumes that brand equity increases when a brand touts its desirable attributes. We report conditions under which the use of attribute information to promote a product can shift the locus of equity from brand to attribute, thereby ...
Alba, J.W. (Joseph) +1 more
core +4 more sources