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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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European Research on Management and Business Economics, 2022 This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand ...
Marcelo Royo-Vela +1 more
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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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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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Jema: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 2020 Brand extension is a topic that has been widely discussed by academics and practitioners in various studies. Unfortunately, there are only a few that address the role of product involvement, advertising appeals, and value dimensions in the extension ...
Rosa Prafitri Juniarti +1 more
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Negative Effects of Brand Extension
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
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Journal of Human Sciences and Extension, 2023 While Extension communication units have seen success in implementing brand strategies to raise awareness of Extension, the public value and need for Extension programming continue to be misunderstood.
Ashley McLeod-Morin +4 more
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Journal of Human Sciences and Extension, 2023 A brand is an organization’s link to its audiences. When the audience is asked to participate in building a brand culture, they are more likely to hold a favorable attitude toward the brand and be loyal to the brand long term.
Anissa M. Zagonel +2 more
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Branding in China: global product strategy alternatives [PDF]
, 2009 This article reviews and discusses issues in the translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and
Alon, I. +2 more
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