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dc.contributor.authorDwivedi, Abhisheken_US
dc.contributor.authorMerrilees, Billen_US
dc.contributor.authorSweeney, Arthuren_US
dc.date.accessioned2017-05-03T14:34:20Z
dc.date.available2017-05-03T14:34:20Z
dc.date.issued2010en_US
dc.date.modified2011-05-04T09:50:44Z
dc.identifier.issn1350231Xen_US
dc.identifier.doi10.1057/bm.2009.26en_AU
dc.identifier.urihttp://hdl.handle.net/10072/33223
dc.description.abstractThis study models the impact of brand extensions on parent brand attitudes. The article is positioned around a holistic framework, enabling four major new contributions. First, it explains inter-relationships among major determinants of feedback. Second, it presents a rank-order of major determinants of feedback. Third, it presents a fresh perspective on the integrating role of fit. Fourth, it models the effect specifically on the change in parent brand attitude. A further contribution is a first-of-its-kind application to India. Results indicate that the two strongest effects on brand extension feedback were perceived fit and parent brand image. The article outlines four principles for effective brand extension design and communication strategy. A precondition for launching a brand extension is a strong parent brand. Once this condition is met, the design as well as the communication strategy of the brand extension should emphasize the fit with the parent using appropriate brand elements. Positive attitudes towards the extension per se should be developed to create added value perceptions for consumers.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent153754 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherPalgrave Macmillan Ltd.en_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom328en_US
dc.relation.ispartofpageto342en_US
dc.relation.ispartofissue5en_US
dc.relation.ispartofjournalJournal of Brand Managementen_US
dc.relation.ispartofvolume17en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleBrand extension feedback effects: A holistic frameworken_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 2010 Palgrave Macmillan. This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version Journal of Brand Management 17(5) 328-342, is available online at: http://dx.doi.org/10.1057/bm.2009.26en_AU
gro.date.issued2010
gro.hasfulltextFull Text


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