Results 281 to 290 of about 428,471 (322)
Some of the next articles are maybe not open access.
Celebrity endorsement, brand extension, brand loyalty
2012Obiettivo del paper : l’articolo si prefigge di indagare l’effetto che il celebrity fit (ossia la consonanza fra la marca e il personaggio famoso utilizzato nella comunicazione pubblicitaria a sostegno di tale brand) puo esercitare sulla fedelta dei consumatori nei confronti di una marca protagonista di un’estensione.
BUSACCA, BRUNO GIUSEPPE +1 more
openaire +3 more sources
Brand Extensions: Prestige Brand Effects
Australasian Marketing Journal, 2001Competition 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 +2 more
openaire +1 more source
Branding Vertical Product Line Extensions
SSRN Electronic Journal, 2020AbstractFirms that sell vertically differentiated products infrequently roll out multiple products at the same time. In fact, it is often a firm already selling a well‐established product that decides to expand up‐ or downwards when such an opportunity arises.
Thomas Jungbauer, Christian Schmid
openaire +2 more sources
Sport Marketing Quarterly, 2002
Brand extensions are attempts by companies to leverage consumer recognition into successful new product and service offerings. In the sport business, brand extensions have largely been limited to physical products, such as Gatorade creating energy bars or the National Football League (NFL) creating lines of clothing.
Richard M. Campbell, Aubrey Kent
openaire +1 more source
Brand extensions are attempts by companies to leverage consumer recognition into successful new product and service offerings. In the sport business, brand extensions have largely been limited to physical products, such as Gatorade creating energy bars or the National Football League (NFL) creating lines of clothing.
Richard M. Campbell, Aubrey Kent
openaire +1 more source
Dettol: Managing Brand Extensions [PDF]
Asian Case Research Journal, 2009 This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its consumers.
Jaiswal, Anand Kumar +2 more
openaire +1 more source
Brand extensions: A manager's perspective
Journal of Brand Management, 2005Brand extension research has focused on consumers' evaluations of potential brand extensions. Little attention has been paid to the mental models used by brand extension decision makers, that is, their interpretation of market preferences and successful brand extension strategies.
Nijssen, E.J., Agustin, C.
openaire +2 more sources
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,
Sichtmann, Christina +1 more
openaire +2 more sources
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,
Sichtmann, Christina +1 more
openaire +2 more sources
Journal of Advertising Research, 2012
ABSTRACT The success of brand extensions is crucial for businesses. This study examines the performance of successful and failing new brand extensions. The analysis framework consists of purchase data for 47 extensions across 30 consumer packaged-goods categories in a large-scale U.K.-based consumer panel.
Singh, J. +4 more
openaire +3 more sources
ABSTRACT The success of brand extensions is crucial for businesses. This study examines the performance of successful and failing new brand extensions. The analysis framework consists of purchase data for 47 extensions across 30 consumer packaged-goods categories in a large-scale U.K.-based consumer panel.
Singh, J. +4 more
openaire +3 more sources
Brand Synergy Effects in Multiple Brand Extensions
Journal of Marketing Research, 2007Three 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.
openaire +2 more sources
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.
openaire +1 more source
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.
openaire +1 more source