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dc.contributor.convenorMike Ewing and Felix Mavondoen_AU
dc.contributor.authorWeaven, Scotten_US
dc.contributor.authorGrace, Debraen_US
dc.contributor.authorJones, Ryanen_US
dc.contributor.editorSandra Luxtonen_US
dc.date.accessioned2017-05-03T12:55:22Z
dc.date.available2017-05-03T12:55:22Z
dc.date.issued2009en_US
dc.date.modified2010-05-21T06:35:48Z
dc.identifier.refuriwww.anzmac.orgen_AU
dc.identifier.urihttp://hdl.handle.net/10072/29763
dc.description.abstractAlthough the brand concept is at the very core of franchising success, as it is the aspect of the business which allows for the franchisor's reputation and goodwill to be transferred, there has been minimal literary discussion on the importance and use of the brand leverage as a growth mechanism. More specifically, there has been no direct primary research involving franchise brand extensions and consumers' perceptions of these. This study, therefore, explores and compares consumer perceptions of brand extensions within the non-franchise sector and the franchise sector. Fifteen semi-structured interviews were conducted and analysed and the results reveal three unique findings that are categorised under (1) quality perceptions transfer; (2) difficult extensions, and (3) brand extension attitude override. In doing so, the foundation for further research in this important area is laid.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent105940 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherANZMACen_US
dc.publisher.placeMelbourne, Australiaen_US
dc.publisher.urihttp://anzmac2009.org/en_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofconferencenameAustralian and New Zealand Marketing Academy (ANZMAC) Conference 2009en_US
dc.relation.ispartofconferencetitleProceedings of ANZMAC Conference 2009en_US
dc.relation.ispartofdatefrom2009-11-30en_US
dc.relation.ispartofdateto2009-12-02en_US
dc.relation.ispartoflocationMelbourne, Australiaen_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleExploring Brand Extensions in the Context of Franchisingen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 2009 ANZMAC. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference website for access to the definitive, published version.en_AU
gro.date.issued2009
gro.hasfulltextFull Text


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  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

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