The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389 consumers the paper demonstrates...

Purpose – The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers ' responses using data from two European countries. Design/methodology/approach – Hypotheses were tested using structural...

Purpose – The purpose of this paper is to propose and test a model that shows how extending a brand affects the overall brand image. The relations between the relevant variables in brand extension strategies in the UK and Spanish markets are analysed to determine if the brand extension...

Differing views prevail about whether to standardize or adapt international brands. Postulates that the international brand decision should be based on standardizing the brand′s core essence across countries and assessing the extent to which its execution requires local adaptation. To...

Purpose – This paper aims to explore the mechanism of brand internalisation when a brand transcends national borders. It focuses on the ways international and local managers interpret the brand, develop brand understanding and enact it through communication with other colleagues....

The role of multiple grocery retailers is acknowledged as change agents in the UK cheese market. However, in the continental cheese sector there is evidence to suggest that the current marketing strategy adopted by retailers may lead to diminishing returns. In reviewing the literature on...

This paper approaches the subject of brand equity measurement on and offline. The existing body of research knowledge on brand equity measurement has derived from classical contexts; however, the majority of today's brands prosper simultaneously online and offline. Since branding on the Web...

Purpose – To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands. Design/methodology/approach – Brand extension, co‐branding and other associative techniques together with an increasingly communicative...