the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …

The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the … brand extensions by exploratory researching the topic in the new context of one emerging European market. Theoretical part … gives a comprehensive description and analysis of the main features of the brand extension strategy. The purpose of the …

This article aims at exploring whether and how brand extensions are a suitable strategy for branding commodities. The … extant literature has focused on line and brand extensions for differentiated products, without providing rewarding results … on the use of brand extensions for commodities. The results of two empirical studies, conducted in the context of …

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy … incidence of brand extensions in three geographic consumer goods markets: US and UK and Australia. The study conducts a detailed … available in the online stores, appear in just a single product category. Of the remaining 25% of brands classified as brand …

The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …

It is a common belief that users of a brand in one category are more likely to purchase brand extensions than non …-users of the brand. This study examines whether extensions actually do facilitate purchase of the brand in a second category …-category purchasing brand extensions achieve. We investigate 98 extensions across 30 CPG category pairings. This study finds:• Purchasing …

opportunity arises. A critical decision in this scenario is whether to introduce the new product under an existing brand or not … wisdom, choose to differentiate their products more when selling them under the same brand. Finally, we characterize the …