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Understanding brand equity for successful brand extension
Journal of Consumer Marketing, 1995The 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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Journal of Fashion Marketing and Management: An International Journal, 2013
PurposeAlthough the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. Moreover, studies on the impact of brand extensions have been limited to explicit measurement methods.
Phau, Ian +6 more
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PurposeAlthough the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. Moreover, studies on the impact of brand extensions have been limited to explicit measurement methods.
Phau, Ian +6 more
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2014
Different major car manufacturers, such as Nissan (Leaf) and Opel (Ampera) have developed fully electric car alternatives that are already for sale. When an established car brand launches an electric variant, it is extending its product line. A brand is a psychological carrier of meaning (e.g. Aaker, 2004; Esch, 2004; Keller, 2008).
Moons, Ingrid, De Pelsmacker, Patrick
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Different major car manufacturers, such as Nissan (Leaf) and Opel (Ampera) have developed fully electric car alternatives that are already for sale. When an established car brand launches an electric variant, it is extending its product line. A brand is a psychological carrier of meaning (e.g. Aaker, 2004; Esch, 2004; Keller, 2008).
Moons, Ingrid, De Pelsmacker, Patrick
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2009
As 1990 began, Hugh Hefner had removed himself completely from daily business operations at Playboy Enterprises. While he still participated in major strategic decisions, his business role in the 1990s was dedicated to editing Playboy magazine, although he still retained control of major decision-making, despite his absence.
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As 1990 began, Hugh Hefner had removed himself completely from daily business operations at Playboy Enterprises. While he still participated in major strategic decisions, his business role in the 1990s was dedicated to editing Playboy magazine, although he still retained control of major decision-making, despite his absence.
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Consumer's brand preference over cyber brand and extension brand
International Journal of Trade and Global Markets, 2014Recently, the rapid development of technology has provided many benefits to business players. Supported by that development such us invention of mobile phone and internet, caused a faster exchange of information. Also, the invention of the internet has made communication faster and cheaper.
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Sequential brand extensions and brand choice behavior
Journal of Business Research, 2003Abstract This paper focuses on the impact of sequential brand extensions on brand choice. With few exceptions, past research has primarily examined single brand extensions associated with a unique parent brand. In reality, a single brand name may be extended into multiple product categories.
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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 ...
Qingguo, Ma +3 more
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Types of Brand Extension Strategies and Their Role in Brand Congruency in Corporate Brand Extensions
Cross-Currents: An International Peer-Reviewed Journal on Humanities & Social Sciences, 2018Owing to the high costs of launching new products, brand extensions have been the basis of national and international strategic growth for many firms over the past few decades. Brand extension strategy consists of using an established brand name to launch new product.
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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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