Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions
- Topics:
- Brand Management,
- Brand Strategy,
- Marketing Strategy
- Tags:
- Attitude,
- Brand,
- Branding,
- Marketing,
- University Of Geneva
- Source:
- University of Geneva
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Overview: The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are: the perception of fit, the formation of primary attitudes towards the extension, the link between extension attitude and marketplace behavior and the reciprocal effect of brand extension attitude on parent brand/extension category attitude.
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Format: PDF | Size: 373KB | Date: Sep 2002 | Pages: 47
