Consumer Perceptions of Brand Extensions: An Investigatin of the Generalizability of Key Brand Extension Research Results
- Topics:
- Brand Management
- 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 22 hypotheses concerning 14 main effects and 8 interaction effects of such factors which are tested empirically using a large scale consumer quota sample of 2426 respondents. This is the first study, which simultaneously analyses nearly all success factors of brand extensions identified by prior research, by utilizing only real brand extensions of a broad variety of parent brands and product classes.
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Format: PDF | Size: 115KB | Date: Sep 2003 | Pages: 8
