A Model of the Feedback Effect of Brand-Extensions on Parent-Brands

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Author(s)
Dwivedi, Abhishek
Merrilees, Bill
Sweeney, Arthur
Year published
2006
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This paper is an outcome of the suggestion made by Keller and Sood (2003) that there is a need for a model that collates the existing research on brand-extension feedback effects. The research is generally underdeveloped, being the most recent phase in brand extension understanding. The literature lack a consensus as to key influences on feedback effects and some of the factors, such as familiarity, have been ambiguous in empirical studies. A model is developed and tested with a medium sized student sample. The results extend previous understanding the feedback effect on the parent brand.This paper is an outcome of the suggestion made by Keller and Sood (2003) that there is a need for a model that collates the existing research on brand-extension feedback effects. The research is generally underdeveloped, being the most recent phase in brand extension understanding. The literature lack a consensus as to key influences on feedback effects and some of the factors, such as familiarity, have been ambiguous in empirical studies. A model is developed and tested with a medium sized student sample. The results extend previous understanding the feedback effect on the parent brand.
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Conference Title
ANZMAC 2006 Conference Proceedings (CD)
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Copyright Statement
© The Author(s) 2006. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.