Relevant bibliographies by topics / Brand extensions

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Brand extensions'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 April 2022

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Journal articles on the topic "Brand extensions"

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Chang, Joseph W. "The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality." Journal of Product & Brand Management 29, no. 7 (2020): 985–97. http://dx.doi.org/10.1108/jpbm-04-2019-2355.

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Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, bra
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Reddy, Srinivas K., Susan L. Holak, and Subodh Bhat. "To Extend or Not to Extend: Success Determinants of Line Extensions." Journal of Marketing Research 31, no. 2 (1994): 243–62. http://dx.doi.org/10.1177/002224379403100208.

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The authors study the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, and firm characteristics on the incremental market share of brand line extensions. The econometric model also captures the extent of cannibalization of parent brand sales that may have occurred due to the line extension's introduction. The authors also explore the role of a brand's symbolic value as a factor in line extension success. Results indicate that parent brand strength and its symbolic value,
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Heath, Timothy B., Devon DelVecchio, and Michael S. McCarthy. "Line Extension Asymmetry: Higher Quality Line Extensions Help, Lower Quality Extensions Do Only a Little Harm." GfK Marketing Intelligence Review 5, no. 1 (2013): 31–37. http://dx.doi.org/10.2478/gfkmir-2014-0024.

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Abstract "Managers often extend brands to different quality levels. Adding lower priced variants is a particularly popular option for fighting the growing number of retailer brands. Such a move may increase sales, but it also risks diluting brand image. This study examines such line extensions by testing middle-quality brands that offer higher or lower quality line extensions. According to the results, the adverse effects of brands’ lower quality versions seem to be overestimated. Higher quality line extensions improved overall brand perception and evaluation far more than lower quality extens
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Muroyiwa, O., R. Abratt, and M. Mingione. "The effect of vertical brand extensions on consumer-brand relationships in South Africa." South African Journal of Business Management 48, no. 1 (2017): 1–10. http://dx.doi.org/10.4102/sajbm.v48i1.15.

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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identif
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Sichtmann, Christina, Klaus Schoefer, Markus Blut, and Charles Jurgen Kemp. "Extending service brands into products versus services." European Journal of Marketing 51, no. 1 (2017): 200–218. http://dx.doi.org/10.1108/ejm-08-2013-0460.

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Purpose This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level success drivers, as well as the perceived quality of the extension. Design/methodology/approach This study included an empirical testing of a conceptual framework using a hierarchical linear modeling approach and testing of hypotheses with a multilevel regression analysis. The data set consisted of 216 respondents
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Koo, Jakeun. "Antecedents of the attitude toward the athlete celebrities' human brand extensions." International Journal of Sports Marketing and Sponsorship 23, no. 2 (2021): 241–58. http://dx.doi.org/10.1108/ijsms-12-2020-0241.

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PurposeThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.Design/methodology/approachIn total, 198 participants answered online survey questions before and after being informed of athlete bran
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Palmeira, Mauricio, Jing Lei, and Ana Valenzuela. "Impact of vertical line extensions on brand attitudes and new extensions." European Journal of Marketing 53, no. 2 (2019): 299–319. http://dx.doi.org/10.1108/ejm-07-2017-0431.

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Purpose Companies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent offerings is not yet conclusive. While some studies found an “averaging” pattern (all models contribute equally to the overall perception of the brand: a symmetric effect), others found a “best-of-brand” pattern (the positive impact of an upstream extension is much greater than the negative impact of a downstream extension: an asymmetric effect). This paper aims to reconcile these seemingly conflicting findings by ass
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Eren-Erdogmus, Irem, Ilker Akgun, and Esin Arda. "Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions." Journal of Fashion Marketing and Management: An International Journal 22, no. 4 (2018): 476–93. http://dx.doi.org/10.1108/jfmm-02-2018-0020.

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PurposeIn recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.Design/methodology/approachThis study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify
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Walsh, Patrick, and Antonio Williams. "To Extend or Not Extend a Human Brand: An Analysis of Perceived Fit and Attitudes Toward Athlete Brand Extensions." Journal of Sport Management 31, no. 1 (2017): 44–60. http://dx.doi.org/10.1123/jsm.2015-0314.

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While athletes have been building and leveraging their brands for many years by introducing brand extensions, research on sport brand extensions has primarily focused on factors that influence the success of team-related extensions. However, as there is potential risk involved when introducing brand extensions, it is important for athletes to understand how consumers respond to extensions they may introduce. Through the use of self-administered web-based surveys this study provides the initial examination of this topic by exposing participants (n = 292) to hypothetical brand extensions and inv
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Smith, Daniel C., and C. Whan Park. "The Effects of Brand Extensions on Market Share and Advertising Efficiency." Journal of Marketing Research 29, no. 3 (1992): 296–313. http://dx.doi.org/10.1177/002224379202900302.

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The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency
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Dissertations / Theses on the topic "Brand extensions"

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Sjödin, Henrik. "Tensions of extensions : adverse effects of brand extension within consumer relationships." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-458.

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Imagine how you would react if you learned that your favorite singer was recording new music in a style far from that which you have come to love. Perhaps you would disapprove. Then you might react like many Porsche consumers did when they learned that “their” brand would start producing sports utility vehicles. They are not without peers. In fact, how would you respond if a favored brand would launch, say, a chain of coffee shops? Some people would resist such an idea. These scenarios illustrate how strong consumer-brand bonds may complicate attempts to extend brands into new businesses. The
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Sjödin, Henrik. "Tensions of extensions : adverse effects of brand extension within consumer relationships /." Stockholm : Economic Research Institute, Stockholm School of Economics (EFI), 2008. http://www2.hhs.se/efi/summary/753.htm.

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Zhang, Lin. "When brand extensions backfire exploring the reciprocal effect of negative information of brand extensions on parent brand /." Diss., Mississippi State : Mississippi State University, 2006. http://sun.library.msstate.edu/ETD-db/ETD-browse/browse.

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Brännström, Hanna, and Frida Staffansson. "Evaluation of Brand Extensions : Exploring Factors Affecting Purchase and Recommendation Willingness of Brand Extensions." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-79850.

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Fernandes, Miguel Pinto Valente. "External brand extensions impact on Diesel's brand image." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10329.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>Diesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual among the consumers of each product category, but the purchasing drivers differ among them; Clothing and Time
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Sirdeshmukh, Deepak. "Consumer evaluation of brand extensions." Connect to resource, 1995. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262987833.

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Engström, Ellinor, and Hanna Svedman. "Horizontal brand extensions : the key factors of success." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20817.

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Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well.The strategies of how a brand extension should be done, have been published in several books during the last decades. Despite of this, some companies still do not see the link between brand extension and business de
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Carlson, Andreas, and Carl Johansson. "Category Extensions : Factors enhancing brand equity." Thesis, Linköping University, Department of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-5766.

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<p>In today’s world, where the consumer is constantly exposed to more and more brands in almost any kind of environment, the importance of exploiting those brands which have managed to reach the consumer’s mind and gained a strong position has increased. A majority of new product launches are extensions of existing brands. Brand extensions can be seen as a less expensive as well as less risky way to satisfy the consumer’s demands and needs within several segments by providing several products under the same brand rather than creating a new name for every new product. Even though the extension
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Bitzi, Benedikt. "Luxury Brand Extensions in Mass-Markets." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01648740002/$FILE/01648740002.pdf.

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Hinzmann, Celina, and Rebecca Stark-Nässlin. "Sustainability in the Fast Fashion Industry. A quantitative Study on Consumers’ Brand Attitude towards Green Brand Extensions andits Effects on Brand Loyalty." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-173282.

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Only a few industries face challenges regarding sustainability to the same extent as the fashion industry being one of the largest consumer industries and the second most polluting industry in the world. These challenges are encouraged by the fast fashion business model, which is dominant in the sector and relies on the quick responsiveness to latest fashion trends while maintaining low prices, encouraging more consumption and shorter product life cycles. On the other side, a consumer shift towards more environmental consciousness can be observed leading to most fast fashion brands integrating
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Books on the topic "Brand extensions"

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Costello, Nora. Consumer evaluations of brand extensions. University College Dublin, 1992.

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A, Aaker David. Consumer evaluations of brand extensions. Marketing Science Institute, 1989.

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A, Aaker David. Consumer evaluations of brand extensions. Marketing Science Institute, 1990.

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Shortall, Louise. Brand extensions: An exploratory study of brand extendibility, brand prototypicality and brand fit. University College Dublin, 1997.

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Bridges, Sheri. A schema unification model of brand extensions. Marketing Science Institute, 1992.

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Bridges, Sheri. A schema unification model of brand extensions. Marketing Science Institute, 1992.

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Herr, Paul. Using dominance measures to evaluate brand extensions. Marketing Science Institute, 1993.

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Herr, Paul M. Using dominance measures to evaluate brand extensions. Marketing Science Institute, 1993.

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John, Deborah Roedder. Diluting beliefs about family brands: When brand extensions have a negative impact. Marketing Science Institute, 1992.

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Keller, Kevin Lane. The effects of sequential introduction of brand extensions. Marketing Science Institute, 1991.

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Book chapters on the topic "Brand extensions"

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Gunelius, Susan. "New Brand Extensions." In Building Brand Value the Playboy Way. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230239586_15.

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Gunelius, Susan. "The First Brand Extensions." In Building Brand Value the Playboy Way. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230239586_4.

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Hameide, Kaled K. "Managing Fashion Brand Extensions." In Managing Fashion. Routledge, 2020. http://dx.doi.org/10.4324/9781351106856-4.

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Viswanathan, Nanda K., Sunil Erevelles, and Stephen L. Vargo. "Introducing Unrelated Brand Extensions Through Core Brand Sponsorship." In Creating and Delivering Value in Marketing. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11848-2_95.

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Moons, Ingrid, and Patrick De Pelsmacker. "Electric Car Extensions of Car Brands: Impact on Brand Personality, Extension Evaluation and Parent Brand Feedback." In Advances in Advertising Research (Vol. V). Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-08132-4_19.

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Stankeviciute, Rasa. "Brand Extensions in the Luxury Industry." In Luxury Strategy in Action. Palgrave Macmillan UK, 2012. http://dx.doi.org/10.1057/9780230361546_9.

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Viswanathan, Nanda, Stephen L. Vargo, and Fred Morgan. "The Evaluation of Service Brand Extensions." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11882-6_52.

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Altuna, Oylum Korkut, and F. Müge Arslan. "Celebrity Brand Extensions: Go or No Go?" In Eurasian Studies in Business and Economics. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-85304-4_8.

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de Ruyter, Ko, and Martin Wetzels. "Service Brand Extensions the Role of Corporate Image and Extension Similarity." In Global Perspectives in Marketing for the 21st Century. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_11.

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Romeo, Jean R., and William B. Dodds. "The Effects of Brand Quality and Price on the Evaluation of Brand Extensions." In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13144-3_87.

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Conference papers on the topic "Brand extensions"

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Reghunathan, Aravind, and Joshy Joseph. "STRETCHING TOO MUCH? THE IMPACT OF CROSS-GENDER BRAND EXTENSIONS ON CONSUMER-BRAND RELATIONSHIPS." In 4th International Conference on Opportunities and Challenges in Management, Economics and Accounting. Acavent, 2019. http://dx.doi.org/10.33422/4omea.2019.02.03.

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Jun-ying, Yu, Cang Ping, and Cai Yan. "Brand Extension Strategy Evaluations Based on Consumer Perception." In 2007 International Conference on Management Science and Engineering. IEEE, 2007. http://dx.doi.org/10.1109/icmse.2007.4421993.

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Zhang Yuanyuan and Wang Jian-ling. "Exploring factors affecting evaluation of e-brand extension." In 2007 IEEE International Conference on Grey Systems and Intelligent Services. IEEE, 2007. http://dx.doi.org/10.1109/gsis.2007.4443554.

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Shao, Jingbo, Zeyun Li, and Qingsong He. "Brand extension evaluation: a perspective on customer equity." In 2013 International Conference on Services Science and Services Information Technology. WIT Press, 2014. http://dx.doi.org/10.2495/sssit131752.

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Park, Jaeseung, and Hongsik Cheon. "The Role of Attitude toward the Parent Brand, Brand Extension Evaluation, and Social Proof Message in Consumer's Attitude toward Brand Extension and Purchase Intention of IT Products." In the 2019 5th International Conference. ACM Press, 2019. http://dx.doi.org/10.1145/3317614.3317627.

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Heinrich, Daniel, David E. Sprott, and Carmen-Maria Albrecht. "LOOKING THROUGH ROSE-COLORED GLASSES? THE IMPACT OF EMOTIONAL BRAND ATTACHMENT ON BRAND EXTENSION SUCCESS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.03.04.04.

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Jun-wu, Chai. "The Optimum Brand Extension Strategy in Monopolized Target Market." In 2006 International Conference on Management Science and Engineering. IEEE, 2006. http://dx.doi.org/10.1109/icmse.2006.313946.

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Jing-Bo, Shao, Xu Wan-You, and Zhang Jun-Hui. "The Influence of Brand Extension on Customer Equity Value of Parent Brand Based on System Dynamics." In 2017 International Conference on Management Science and Engineering (ICMSE). IEEE, 2017. http://dx.doi.org/10.1109/icmse.2017.8574385.

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Liu, Yuanbing, and Wenbin Liu. "A Discussion on the Conformity between the Cognitive Characteristics of Brand Connotation and Brand Extension Mode." In 8th International Conference on Education, Management, Information and Management Society (EMIM 2018). Atlantis Press, 2018. http://dx.doi.org/10.2991/emim-18.2018.16.

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Wang, Jian-ling, Si-feng Liu, Dang Yao-guo, and Hai-jian Liu. "Consumer evaluation of service brand extension based on gray preference analysis." In 2007 IEEE International Conference on Systems, Man and Cybernetics. IEEE, 2007. http://dx.doi.org/10.1109/icsmc.2007.4413630.

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Reports on the topic "Brand extensions"

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Doraiswamy, Dilip, and Kittichai Watchravesringkan. Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity. Iowa State University, Digital Repository, 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1499.

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Kim, Hye-Shin, and Michelle Ma. Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions. Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-933.

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Rotemberg, Julio. Quality Provision, Expected Firm Altruism and Brand Extensions. National Bureau of Economic Research, 2010. http://dx.doi.org/10.3386/w15635.

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Childs, Michelle L., and Byoungho Jin. Effective Fashion Brand Extensions: The Impact of Limited Edition and Perceived Fit on Consumers'Urgency to Buy and Brand Dilution (Doctoral - 2nd place). Iowa State University, Digital Repository, 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-155.

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Childs, Michelle, and Byoungho Jin. The Effect of Brand Extension Strategy and Brand Level on Urgency to Buy and Brand Dilution. Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-923.

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