The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm. The often asked important questions include which brand elements can be applied to which products and what is the nature of new and existing brand elements that are to be applied to new products. One critical area that intersects several suc...

Brand extensions have been an important area of research dominated by the study of the process of fit perception between the core brand and the extension. To our knowledge, how varying levels of consumer expertise with an extension affect extension evaluation are little understood and has not been attempted in the literature before. Thus this study is an early exploratory step in investigating ...

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. The present study proposes and examines change in relationship equity as a mediator of the effect of brand extension attitude on change in ...

It is common for brands to extend into additional product categories. It has been argued that narrow brands (i.e., brands offering a portfolio of similar product categories) have an advantage over broad brands (i.e., brands offering a portfolio of diverse product categories) when extending to a product category that is similar to at least one of the categories in the existing brand portfolio. W...

with increasing competition in today’s markets, the vital point for companies is to maintain their market shares. therefore, marketers try to vitalize the companies’ brands, in order to maintain their position in market. whereas, creation a new brand is very costly and time consuming and its chance of success is limited, nowadays, more than ever, marketers are trying to achieve their goals thro...

This paper asks whether brand extension can serve as a signal of product quality given that it costs less than a new brand. (Existing literature has assumed either that brand extension is cost-neutral or that it costs more.) I show that it can as a Perfect Bayesian Equilibrium, but the argument is unconvincing. For one thing, the separating equilibrium is not unique; a pooling equilibrium also ...

It is common for brands to extend into additional product categories. The most successful extensions involve brands that are associated with benefits that are valued in the extension category. We propose that brand extension success also depends on the accessibility of these benefit associations and that accessibility, in turn, depends on the amount of interference by competing brand associatio...

A brand name can be considered a mental category. Similarity-based categorization theory has been used to explain how consumers judge a new product as a member of a known brand, a process called brand extension evaluation. This study was an event-related potential study conducted in two experiments. The study found a two-stage categorization process reflected by the P2 and N400 components in br...

As sport organizations seek new ways to generate revenue and interact with their fans, brand extensions will continue to be a popular strategy to do so. While research has examined how consumers evaluate brand extensions in sport, little is known as to what impacts a consumer’s decision to purchase team related extensions. This study examined the impact on potential brand extension purchase of ...