...Kavita Srivastava; Narendra K. Sharma Purpose The purpose of this paper is to propose and test a conceptual framework specifying the multidimensional role of involvement and perceived risk in brand extension domain. Design/methodology/approach A survey research design was applied to test...

...Isita Lahiri; Amitava Gupta Purpose The purpose of this paper is to examine situations in which brand extensions are likely to dilute beliefs associated with family brands. Design/methodology/approach Hypotheses are developed and tested in a consumer survey that included experimental...