brand extensions. Two hypotheses are investigated. First, that a brand extension will be rated as more similar to existing … family‐branded products if the advertising slogan primes attributes that the brand extension shares with existing products … than if the slogan primes attributes that the brand extension does not share with the existing family‐branded products …

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on … brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. attributes which … differentiate a brand from the competition)can dominate the effects of the parent brand to the point where they reverse extension …

senior management and brand/product managers, a failure to integrate media plans and trade plans, and the prevalence of …

Review of books recently published on the topics of the brand concept and consumer behaviour. The review directly … Australian market. Asserts that the most extensively discussed brand‐related topic is brand loyalty, but the quality of the … discussion varies across the texts. Criticises certain practices, such as the tendency to use terms “brand” and “product …

single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines … six strategies for building that relationship: linking the brand to a particular need; associating it with a pleasant mood …; appealing to subconscious motives; conditioning buyers to prefer the brand through reward; penetrating perceptual and cognitive …

Empirically investigates predicted consumption pattern differences and the importance of brand name, related to … members of each group attached to specific product attributes, the brand name of products, the influence of others on the …