...Christina Sichtmann; Klaus Schoefer; Markus Blut; Charles Jurgen Kemp 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...

... Brand extensions Brand alliances Brand management Brand [1] managers strive to obtain brand growth. Brand extensions [2] , using an existing brand name on new products in current and new product categories, have evolved as a dominant growth strategy, whereby brand managers capitalise...

...Hongwei He; Yan Li Purpose Little research on brand extension observes the role of technological levels between parent brand and brand extension on consumers' attitudes toward brand extension. The present study aims to explore how consumers evaluate technology‐based brand extension and how...

...Eva Martínez; José M. Pina Purpose This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach Data were...

...Isabel Buil; Leslie de Chernatony; Leif E. Hem Purpose The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity. Design/methodology/approach Data were collected in three...

...Jose M. Pina; Eva Martinez; Leslie de Chernatony; Susan Drury Purpose The main objective of this study is to analyse the influence that service brand extensions have on corporate image. Design/methodology/approach After reviewing the previous literature, a model is proposed and tested...

...Adamantios Diamantopoulos; Gareth Smith; Ian Grime Purpose To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach Experimental study manipulating extension fit (good/poor fit), controlling for brand...

... is subsequently used to develop concrete research propositions to guide further research in the area. Brand extensions Brands Literature The high costs of new product launches have encouraged an increasing number of firms to use extensions for their new product strategy (Tauber, 1981; Aaker...

... and develop hypotheses. Second, we discuss the research methodology. Third, we present and discuss results. Finally, we discuss managerial implications and make suggestions for further research. Brand extensions Brands Consumer behaviour Marketing strategy Product variety Success During...

... products. © MCB UP Limited 1993 Brand extensions Brand loyalty Breakfast cereals Consumer behaviour Marketing mix New product development Risk ...