Feedback effects in brand extensions: Evidence from India
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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.
ANZMAC 2007 Conference Proceedings
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