Results 291 to 300 of about 398,602 (339)
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P300 and categorization in brand extension
Neuroscience Letters, 2008Brand 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 +3 more
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On the development of brand and line extensions
Journal of Brand Management, 2005Although 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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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 +1 more
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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 +1 more
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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.
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Capitalizing on Brand Extensions
Journal of Consumer Marketing, 1989Examines 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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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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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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The impact of brand extension success drivers on brand extension price premiums
International Journal of Research in Marketing, 2010Abstract 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 +4 more
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Australasian Marketing Journal, 2013
The brand extension literature outlines a pivotal role of consumers’ brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity.
Dwivedi, Abhishek, Merrilees, Bill
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The brand extension literature outlines a pivotal role of consumers’ brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity.
Dwivedi, Abhishek, Merrilees, Bill
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The effect of brand extensions on product brand image
Journal of Product & Brand Management, 2010PurposeThe purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension.Design/methodology/approachThe model adopted for the study is based on that ...
F. Müge Arslan, Oylum Korkut Altuna
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