The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by … for fast moving consumer goods (FMCG) manufacturers and retailers. Knowing why a customer stays loyal to a brand in … multiple product categories is necessary for deriving suitable marketing strategies in the context of a brand extension, yet …

are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the …

Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et … al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit between parent brand … and transfer product are the main and most influential factors driving brand extension success. However, the ability of a …