Results 251 to 260 of about 19,911 (301)

Brand extension: the moderating role of the category to which the brand extension is found

Journal of Product & Brand Management, 2008
PurposeThe objective of this paper is to evaluate brand extension from a consumer consumption perspective. The most relevant entity becomes both the product and the choice vector. This provides a different aspect of the heterogeneity as it concerns brand extension.Design/methodology/approachNestlé was selected as the brand to be studied and two ...
Seltène, Mehdi, Brunel, Olivier
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Brand Extensions: Prestige Brand Effects

Australasian Marketing Journal, 2001
Competition and consumer brand attitudes make introducing a new brand risky and very expensive, increasing the attractiveness of brand extensions. Brand extension research has established that original brand quality perceptions, product category fit, consumer perceptions of the product category complementarity and substitutability, plus the ...
Lye, Ashley, Venkateswarlu, P., Barrett, Jo   +2 more
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On the development of brand and line extensions

Journal of Brand Management, 2005
Although manufacturers of consumer non-durables rely on established brands when introducing new products, the implications for product development activities have not received much attention from academics. This paper seeks to increase an understanding of product development in those situations in which companies wish to extend brands to incorporate ...
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P300 and categorization in brand extension

Neuroscience Letters, 2008
Brand extension is the behavior of applying an established brand to enter new product categories. Its success depends on the perception of attribute similarity between the original brand and the extension product. In this study, 16 participants were required to decide the suitability of extending the brand in stimulus 1 to the product category in ...
Xiaoyi Wang, Liangchao Shu, Shenyi Dai, Qingguo Ma   +3 more
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The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success

Journal of the Academy of Marketing Science, 2013
This research investigates perceived brand globalness, brand origin image, and brand origin–extension fit as drivers of brand extension success that are mediated through parent brand quality and brand–extension fit. The authors present two complementary studies based on consumer samples from a mature and an emerging market respectively. In both studies,
Christina Sichtmann, Adamantios Diamantopoulos   +1 more
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Brand Synergy Effects in Multiple Brand Extensions

Journal of Marketing Research, 2007
Three experiments demonstrate that the simultaneous introduction of two brand extensions can have a positive influence on their evaluations independently of parent–extension similarity. This “synergy” effect occurs when the extensions are complementary (e.g., a digital camera and a digital photo printer) but is not evident when they belong to the same
Shine, B.C., Park, J., Wyer Jr, R.S.
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Managing brand extension

Journal of Consumer Marketing, 1993
Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity.
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Understanding brand equity for successful brand extension [PDF]

Journal of Consumer Marketing, 1995
The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and frequent.
Dennis A. Pitta, Lea Prevel Katsanis
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Capitalizing on Brand Extensions

Journal of Consumer Marketing, 1989
Examines the benefits and drawbacks of brand name extensions. Proposes a set of questions/guidelines about brand extending for marketing decision makers: new products′ sales potential, marketing cost efficiency gained by brand extending, cannibalization of parent product, and risk of losing brand effectiveness from overextension.
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The impact of brand extension success drivers on brand extension price premiums

International Journal of Research in Marketing, 2010
Abstract Research into brand extensions has mainly focused on consumers’ extension evaluations without considering an important financial implication: the ability of the extension product to charge a price premium. This study analyzes (1) the extent to which consumers are willing to pay a price premium for the extension product and (2) the impact of ...
Christian M. Ringle, Christian M. Ringle, Henrik Sattler, Claudia Riediger, Franziska Völckner   +4 more
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