... low-fit brand extensions as a viable strategic option for brand growth. This is possible because the findings show that repeated ad exposure can be used to control potential negative spillover from a low-fit extension to parent brand. This conclusion is particularly relevant for global brands, i.e...

...Nina M. Iversen; Leif E. Hem Purpose Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived global or local origin impacts evaluations of brand extensions and creates transfer...

...Eva Martinez; Yolanda Polo; Leslie de Chernatony Purpose The purpose of this paper is to propose and test a model that shows how extending a brand affects the overall brand image. The relations between the relevant variables in brand extension strategies in the UK and Spanish markets are analysed...