Purpose The purpose of this study is to review and summarise the current body of literature on brand extension feedback effects and to identify which research issues are inhibiting advancement in this stream of literature. Based on this analysis, suggestions for future research are provided....

Purpose Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand. This paper aims to examine the positive or negative impact that consumer-generated brand extensions...

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper,...

Purpose The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter Followers, of US college athletics departments and outcome metrics of attendance and ticket revenue....

Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit...

Given the high costs of creating and sustaining brands it is not surprising that organisations wish to capitalise as far as possible on these assets. Designers and their financial backers are also active in this process; many of their customers or would‐be customers aspire to the label but not...

Purpose – Although the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. Moreover, studies on the impact of brand extensions have...