...Jayasankar Ramanathan; Sanal Kumar Velayudhan Purpose The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS...

... both positive and negative consumer reactions to new company initiatives. This study aims to elaborate this process by modelling the mediating consequences of CCI (commitment to the company and feeling of belonging to an in‐group) on consumers’ responses to brand extensions. Design/methodology...

...Rafael Bravo; Nina M. Iversen; José M. Pina Purpose This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of reciprocal spillover effects for both strategies. Design...

...Tim Ambler; Chris Styles Considers the managerial processes that lead to the launch of successful line and brand extensions. Seeks to clarify the role, if any, that brand equity considerations have in the extension decision process. A case study approach is used. Data relating to 11 extension...

... and Daniels’ test ‐ both these tests are non‐parametric tests for stationarity, with the Daniels’ test being the more powerful of the two. For a more detailed explanation of the mechanics of applying these tests see Farnum and Stanton (1989)). Brand extensions Brands Detergent manufacturers New...

...Byron M. Sharp Brand extension, the use of an existing brand name on a new product, is an exceedingly popular marketing tactic as companies attempt to economise on new product launches and managers attempt to improve short run sales results. Review and analysis of current marketing research...

...) as features of a brand, not a brand as a feature of the product. Martin van Mesdag is Founder and Principal of Halliday Associates, UK. Brand extensions Confectionery Marketing strategy © MCB UP Limited 1991 ...