Factors Affecting Consumer Evaluations of Brand Extensions
- Topics:
- Brand Strategy,
- Marketing Strategy
- Tags:
- Brand,
- Branding,
- Marketing,
- University Of Hamburg
- Source:
- University of Hamburg
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Overview: This research investigates the significance and relative importance of factors affecting consumer evaluations of brand extensions. Based on a systematic literature review of leading marketing journals we identified 25 hypotheses concerning 16 main effects and 9 interaction effects of such factors which are tested empirically using a large scale consumer sample. In total it analyzes 95 fast moving consumer good brand extensions stemming from leading German parent brands within 64 extension categories. The results show that on average the fit between the parent and extension categories as well as the quality of the parent brand are the by far most important factors.
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Format: PDF | Size: 136KB | Date: Sep 2002 | Pages: 25
