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 …

favorable parent brand associations and, hence, demonstrate a greater degree of success. To fully understand the success of a … line extension, its impact, or spillover, on the parent brand must also be taken into account. This prompts the research … question: Will a line extension help or hurt the parent brand? That is, will the introduction of the line extension result in …