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dc.contributor.authorDwivedi, Abhishek
dc.contributor.authorMerrilees, Bill
dc.contributor.authorSweeney, Arthur
dc.date.accessioned2017-05-03T14:34:20Z
dc.date.available2017-05-03T14:34:20Z
dc.date.issued2010
dc.date.modified2011-05-04T09:50:44Z
dc.identifier.issn1350231X
dc.identifier.doi10.1057/bm.2009.26
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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent153754 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherPalgrave Macmillan Ltd.
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom328
dc.relation.ispartofpageto342
dc.relation.ispartofissue5
dc.relation.ispartofjournalJournal of Brand Management
dc.relation.ispartofvolume17
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.titleBrand extension feedback effects: A holistic framework
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 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.2009.26
gro.date.issued2010
gro.hasfulltextFull Text
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorSweeney, Arthur
gro.griffith.authorDwivedi, Abhishek


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