Keywords: Extension fit
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Journal Articles

Parent brand quality, service intensity and consumers’ usage consideration of service-to-service brand extensions

Kelley A. O’Reilly, Alhassan G. Mumuni, Stephen J. Newell, Branden J. Addicott
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2017) 26 (7): 690–703.
https://doi.org/10.1108/JPBM-08-2016-1299
Published: 20 November 2017
... (dependent variable), namely, parent brand evaluation, extension fit and degree of service intensity of the extension. Findings The results indicate that parent brand evaluations are the strongest drivers of brand extension usage consideration, regardless of the extension fit or the degree of service...
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