Purpose – The main objective of this study is to analyse the influence that service brand extensions have on corporate image. Design/methodology/approach – After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall...

Although previous cause-related marketing literature has examined the role of the nature of the product and the perceived fit between the product and the cause, there is no clear consensus yet regarding the effect of these variables. This study contributes to existing literature by shedding...