... could dilute a highly profitable parent brand. Categorization theory’s bookkeeping model and the cue scope framework provide the theoretical framework for this study. The purpose of this study is to test whether specific attributes of a line extension (i.e. direction of extension, brand concept, price...

... communication consistency between the firm-formulated brand concept and the consumer-perceived brand image. Practical implications Experiential (vs functional) brand images are harder to build and maintain. Current findings show that a mere presence of the product’s shadow in an experiential (vs functional...