Purpose - Little research on brand extension observes the role of technological levels between parent brand and brand extension on consumers' attitudes toward brand extension. The present study aims to explore how consumers evaluate technology-based brand extension and how technologic direction...

This article examines the mediation effect of brand identification and the moderating effect of service quality (SQ) on the effects of corporate social responsibility (CSR) association on service brand performance. A survey of customers of mobile telecommunications services was conducted. The...