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Feedback effects in brand extensions: Evidence from India
Abstract
This paper studies brand-extension feedback effects from India to address the paucity of extension-feedback research from the subcontinent. A model from literature was developed and tested on a sample of students in the capital city; it fitted the data well and four out of the six hypotheses were supported. Fit had the strongest effect on feedback followed by initial parent-brand attitude. Overall, the study advances the knowledge on brand-extension feedback effects.
Conference Title
ANZMAC 2007 Conference Proceedings
Copyright Statement
© The Author(s) 2007. The attached file is reproduced 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.