...Abhishek Dwivedi; Bill Merrilees Purpose Brand extension attitude is a key antecedent of consumers' reciprocal evaluations of parent brand equity. Traditionally, the link from brand extension attitude to change in parent brand equity is modeled as a direct path, potentially obfuscating any...

...Jean Boisvert; Suzan Burton Purpose The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and extension innovativeness positioning on the extent of transfer of associations from the parent brand to a brand extension. Design/methodology/approach...

...Elizabeth Taylor Quilliam Purpose The purpose of this paper is to examine the brand extension tactics of food marketers, considering the implications in view of public health concerns related to obesity. Design/methodology/approach The paper provides examples of food marketers that have...

...Eva Martínez; Leslie de Chernatony The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389...

... 222577   $39.95 (hardback) Brands Brand equity Brand extensions Marketing communications Without any doubt, one of the most valuable assets of present‐day companies is the brand they market and manage. Whether we are talking about “bricks and mortar” companies, “clicks and mortar...

... were less dominant in a product category. However, the similarity between the extended and original product categories did not moderate the dilution effects of master and less dominant brand extensions. However, Farquhar et al., (1992) also suggest that despite these strengths, master brands...

... of brand extension, and culminates in a series of implications and recommendations for successful brand extensions. © MCB UP Limited 1995 Brand equity Brand extensions Brand image Consumer behaviour Consumer marketing The costs of introducing a brand into a consumer market can...

...Byron M. Sharp Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product...

... of losing brand effectiveness from overextension. Concludes that a more pragmatic approach to brand extension is required than the traditional, either right or wrong, categorization. © MCB UP Limited 1989 Brand extensions Consumer goods Marketing decision making New product development...