Consumer evaluations of extensions and their effects on the core brand

Autor:	Gareth Smith, Ian Grime, Adamantios Diamantopoulos
Rok vydání:	2002
Předmět:	Marketing business.industry Brand awareness media_common.quotation_subject Brand management Core (game theory) Conceptual framework Brand extension Perception New product development Business Brand equity media_common
Zdroj:	European Journal of Marketing. 36:1415-1438
ISSN:	0309-0566
DOI:	10.1108/03090560210445245
Popis:	Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The latter shows that extension and core brand evaluations are affected by consumer perceptions of fit. Moderating factors that influence the relationship between fit and consumer evaluations of the extension and the core brand are also identified. The framework is subsequently used to develop concrete research propositions to guide further research in the area.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8b6ff1c5e8b4fc416dbbe5ff06f29126 https://doi.org/10.1108/03090560210445245 Zobrazit plný text záznamu