A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new … the dynamics of sales. In particular, in the movie industry—where brand extension takes the form of sequels—sequels' sales … confirming that new brand extensions are indeed less risky to consumers than new brands, our results also suggest that signaling …

unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavyweight on brand … recognition. To investigate this question, the authors study consumers' inferences about brand quality for products in three … frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality …

significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The …

Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …