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dc.contributor.authorWeaven, Scotten_US
dc.contributor.authorGrace, Debraen_US
dc.contributor.authorJones, Ryanen_US
dc.contributor.editorTim Oliver Brexendorf, Joachim Kerstock, Shaun M Powellen_US
dc.date.accessioned2017-06-29T12:31:12Z
dc.date.available2017-06-29T12:31:12Z
dc.date.issued2012en_US
dc.date.modified2012-02-20T05:44:20Z
dc.identifier.issn1350231Xen_US
dc.identifier.doi10.1057/bm.2011.50en_US
dc.identifier.urihttp://hdl.handle.net/10072/42955
dc.description.abstractThe brand concept is at the very core of franchising success, as it is the aspect of the business that allows for the franchisor's reputation and goodwill to be transferred. However, there has been minimal literary discussion on the importance and use of 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 conceptual study, therefore, explores and compares consumer perceptions of brand extensions within the non-franchise sector and the franchise sector, with a view towards setting an agenda in this important area. Pilot data drawn from 15 semi-structured interviews were conducted and analysed, and the results reveal three unique findings that are categorised under (i) quality perceptions transfer; (ii) difficult extensions, and (iii) brand extension attitude override. In doing so, a solid foundation for further research in this area is provided.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.publisherPalgrave Macmillanen_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom425en_US
dc.relation.ispartofpageto437en_US
dc.relation.ispartofissue5en_US
dc.relation.ispartofjournalJournal of Brand Managementen_US
dc.relation.ispartofvolume19en_US
dc.rights.retentionYen_US
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleExploring Brand Extensions in the Context of Franchising in Australiaen_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.date.issued2011
gro.hasfulltextNo Full Text


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