Results 21 to 30 of about 19,911 (301)
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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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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Brand extensions’ influence on brand image : empirical study on Bodrex’sbrand
Indonesian Journal of Pharmacy, 2010 Bodrex’s manufacturer is attempting to use Bodrex brand success to enter flu and cough medicine category by releasing Bodrex Flu dan Batuk. The launching of Bodrex Flu dan Batuk will affect Bodrex’s brand image.
M. Rifqi Rokhman +2 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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The Impact of Brand Extension on Brand Image
Industrial Engineering & Management Systems, 2017 The purpose of this research is to analyze the relationship between variables affecting on the development of the brand and the effects of this development on brand image, explaining how impact of the variables related to the brand image and evaluation of the effect of each of these variables that eventually leads to final brand image. This research is
Nasser Azad, Maryam Qom
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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 reducing the attractiveness of extension products. This effect is moderated by the degree of ambiguity in
van Osselaer, Stijn M J, Alba, Joseph W
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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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Research on brand extension feedback effects based on customer equity
South African Journal of Business Management, 2015 As a strategy for enterprises to expand the scale of their operations, brand extension could also generate feedback effect diluting parent brand's customer equity.
J. Shao, J. Zhang, K. Chen
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Strategic Brand Management in Emerging Markets: Consumer Perceptions of Brand Extensions
Organizations and Markets in Emerging Economies, 2018 The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the brand extensions by exploratory researching the topic in the new context of one emerging European market.
Durdana Ozretic-Dosen +2 more
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An integrated model for extending brand based on fuzzy ARAS and ANP methods
Journal of Business Economics and Management, 2014 Brand extension is one of the most popular strategies in marketing. This is due to the fact that consumers usually take into account the brand first because it indirectly reflects the design, quality, and functions.
Mahmoud Zamani +3 more
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