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 personality creation. Information inflow on brands and...

Introducing new products is both risky and critical to a company's success. To help mitigate these risks, the use of line extension strategies has become widespread, with some researchers reporting that 95% of new product introductions are extensions of current brands. Support for the use of...