Results 11 to 20 of about 19,911 (301)
Jurnal Manajemen Teori dan Terapan, 2016 At this time, the firms faced tight competition. The firms expected to manage the resources possessed to be able to win the competition. One method used to develop the brand with the expansion of related or unrelated to the parent brand. This strategy is
Lialutfi Mayangsari, Y. Lilik Rudianto
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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
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Incorporating new variables into a model of brand extension in fast fashion [PDF]
Innovative MarketingThis study tests a brand extension in fast fashion to explore the extension’s effect on the parent brand. It investigates whether extensions to varyingly distant product classes modify customers’ attitudes toward the parent brand.
Jitka Burešová, Roman Vavrek
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How do palatal extensions and brands affect the retention of custom-made mouthguards? An in vitro study. [PDF]
BMC Oral HealthSun Z +7 more
europepmc +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
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CUSTOMER INNOVATIVENESS AN EFFUSIVE PERSPECTIVE TO BRAND EXTENSION [PDF]
Business Excellence and Management, 2023 Branding and consumer buying behaviour are positively correlated (Muhammad & Iqbal, 2014). Emotional loyalty is considered as optimistically influencing emotional brands towards customers (Jawahar & Maheswari, 2009). The value premium generation of the
Saurav KUMAR
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Journal of Management and Business Review, 2022 This paper is aimed to examine the effect of parent brand loyalty to brand extension loyalty, vice versa, also role of parent brand association as moderator and risk aversion as mediator in the relationship of parent brand loyalty and brand extension ...
Veronica Jenny Tanzil +1 more
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Brand Extensions and Entry Deterrence [PDF]
Research Papers in Economics, 1988 In many industries, we observe various "groups" of products linked by a common brand name. This approach to launching products extends the existing reputation, in this case the brand name, also to achieve the existing certain economies of scope in areas such as advertising costs.
Ju Choi, Chang, Scarpa, Carlo
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Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study
Frontiers in Neuroscience, 2021 Brand extension, as a marketing strategy, is frequently utilized by enterprises to produce new products. There exist several critical factors determining its success, such as brand reputation and perceived fit.
Chang Liu, Zhijie Song, Rui Shi
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Identification and stereotypes as determinants of brand extension potential [PDF]
Innovative Marketing, 2017 Current research suggests that social identification processes play an important role in markets. In this study, the authors propose that marketing research has neglected one important factor, which influences the success of a brand extension, namely the
Laura Marie Schons, Philipp Thöne
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