Can brand identity predict brand extensions' success or failure?
نویسندگان
چکیده
منابع مشابه
Modeling the brand extensions' influence on brand image ¬リニ
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 attitude. The model estimation includes structural equa...
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ژورنال
عنوان ژورنال: Journal of Product & Brand Management
سال: 2011
ISSN: 1061-0421
DOI: 10.1108/10610421111134941