Brand extension success factors problem definition and objectives in a highly competitive environment, organizations are convinced that the launch of new products in order to stratify the. Pros and cons of expanding your product line there are many reasons to add new products-or line extensions-to your company the brand encompasses a. The emergence of a relational paradigm necessitates an analysis of brand extensions from the standpoint of their impact on potential consumer relationships with a. The influence of brand extension strategies on brand image among pharmaceutical firms in nairobi, kenya betty muthoni mwangi a research project submitted in partial fulfilment. Impact of self and temporal construal on brand categorization and extension evaluation by pronobesh banerjee submitted to the graduate degree program in business and. The wwe brand extension is a kayfabe division of wwe into distinct branches wwe has promoted its core business of professional wrestling through such brands, named.
Barbara loken & deborah roedder john diluting brand beliefs: when do brand extensions have a negative impact this paper examines situations in which brand. R stankeviciute, j horrmann / journal of global fashion marketing 1-2 (2010) 119-128119 the impact of brand extension on the parent luxury fashion brand. Advances in consumer research volume 22, 1995 pages 432-434 positive and negative effects of brand extension and co-branding allan d shocker, university of minnesota. The negative impact of brand extension would cause a great damage to parent brand and brand family from a manager and marketer's perspective. The effect of brand extension strategies upon brand this study seeks to determine the effect of brand extension strategies upon brand image in.
Impact of brand extension on brand personality of coca cola - free download as word doc (doc / docx), pdf file (pdf), text file (txt) or read online for free. The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success. International textile and apparel association (itaa) annual conference proceedings 2016 itaa annual conference proceedings nov 9th, 12:00 am assessing the impact of brand extensions on brand. Executive summary despite the popularity of brand extensions, managers are concerned about the adverse reciprocal effect that undesirable characteristics of an extension can have on the.
Issuu is a digital publishing platform that makes it simple to publish magazines, catalogs, newspapers, books, and more online easily share your publications and get. This is an exploratory kind of research in which i explained the impact of brand extension on brand equity in beverage sector (brand extension and brand image). The impact of brand image and corporate branding on consumer’s dacin, 1997), consumer intentions (goldsmith et al, 2000), and brand extensions.
This article focuses on the impact of a new brand extension introduction on choice in a behavioral context using national household scanner data involving multiple brand extensions. This research investigated how a consumer's cognitive structure for a brand in a given product category affects the possible transfer of associations to other product. Y zhang 59 the dominant impact factor of consumption decisions on the other hand, some researchers believe that brand equity should be evaluated in terms of market. How does brand extension affect brand image abstract—the present article seeks to scrutinize the impact of brand extension on its current image and gives us a.
Evaluated the effect of brand extension strategies upon brand image in brand extension additionally can be divided sometimes a negative impact on a.
Reproduced with permission of the copyright owner further reproduction prohibited without permission created date: 04/25/06 16:07. Research employed questionnaire for sample constitute 415 egyptian consumer to investigate the impact brand extension the impact of brand extension strategy. Assessing the impact of brand extensions on brand concept and brand equity: the moderating effect of consumers’ perceived fit by dilip doraiswamy.