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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
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Modeling the brand extensions' influence on brand image
Journal of Business Research, 2009Abstract Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension congruency and extension ...
José Miguel Pina Pérez +1 more
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Brand and category design consistency in brand extensions
Journal of Product & Brand Management, 2013Purpose– This study aims to investigate the influence of two critical brand extension design components–brand design consistency and category design consistency–on the formation of consumers ' product attitudes and purchase intentions. It also aims to examine the underlying mechanism for attitude formation towards new brand extensions using processing ...
Yi Sheng Goh +2 more
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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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Impacts of Brand Extensions on Parent Brand Image
SSRN Electronic Journal, 2019Brand extension is an important concern in the success of a brand and if not done properly, can cause a serious damage to the brand being extended. This study aim to investigate the factors of brand extension and their impact on parent brand image. The selected factors were Perceived Fit, Customer awareness and innovativeness, and Brand Associations ...
Mohammed Faizan Zafar +1 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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Brand equity and retailer acceptance of brand extensions
Journal of Retailing and Consumer Services, 1999Abstract Two important benefits of brand equity have largely been assumed in most previous research: reduced marketing expenditures required to launch brand extensions; and channel participants as an important source of brand equity. Results of a discrete choice experiment with independent retail grocers indicate that brand names influence ...
Colleen Collins-Dodd, Jordan J. Louviere
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Brand Revitalisation and Extension
1998Every branded goods or services company has one or more brands that are underperforming. Not that long ago such a brand would in due course have been stripped of its marketing support and relegated to cash flow status. Today, however, the prohibitive cost and effort involved in establishing new brands has made brand owners much more conscious of the ...
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2009
While traditional marketing plans typically call for allowing a brand to grow and attain a stronghold within its market before extending that brand into new categories, in the 1950s, Hugh Hefner had no knowledge of how traditional marketing plans worked. When he saw opportunities to extend the Playboy brand, he seized them. It could be argued that this
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While traditional marketing plans typically call for allowing a brand to grow and attain a stronghold within its market before extending that brand into new categories, in the 1950s, Hugh Hefner had no knowledge of how traditional marketing plans worked. When he saw opportunities to extend the Playboy brand, he seized them. It could be argued that this
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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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