Modelling The Impact Of Services Brand Extensions On Corporate Image

Topics:
Brand Management,
Brand Strategy
Tags:
Brand,
Brand Extension,
Branding,
Image,
Marketing,
University Of Birmingham
Source:
University of Birmingham

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Overview: Brand extension is a widely-used strategy which has been the subject of much research. However, there is a paucity of research analyzing the retrospective effects that extensions have on the image of the parent brand, especially in a service context. This paper attempts to validate a model to explain service brand extensions' influence upon corporate image. The results show that perceived quality of the new service is an overriding determinant of final corporate image.

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Format: PDF | Size: 78KB | Date: Feb 2004 | Pages: 20

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