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dc.contributor.authorDwivedi, Abhisheken_US
dc.contributor.authorMerrilees, Billen_US
dc.date.accessioned2017-05-03T13:59:51Z
dc.date.available2017-05-03T13:59:51Z
dc.date.issued2012en_US
dc.date.modified2013-06-03T23:03:56Z
dc.identifier.issn1350231Xen_US
dc.identifier.doi10.1057/bm.2011.46en_US
dc.identifier.urihttp://hdl.handle.net/10072/47205
dc.description.abstractThe emergence of a relational paradigm necessitates an analysis of brand extensions from the standpoint of their impact on potential consumer relationships with a parent brand. The current study adds a novel perspective to the brand extension feedback literature by explaining the effect of brand extensions on the relationship equity of a parent brand. This extends the scope of feedback effect consequences from the previous concentration on simply parent brand equity effects. Further, parent brand trust is introduced as a key antecedent of consumers ' reciprocal evaluations of parent brand relationship equity given its established role in consumer - brand relationships. A conceptual model of brand extension feedback is developed and tested on a sample of 888 Australian consumers. All the hypotheses of the model are supported. Brand extension attitude has the strongest impact on change in parent brand relationship equity, followed by initial relationship equity. The impact of parent brand trust is also signifi cant. The study supports the role of brand extensions as relationship facilitators within a supermarket retailing scenario. Practitioners are advised to conduct an objective audit of existing relationship equity and trust before launching brand extensions.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherPalgrave Macmillanen_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom377en_US
dc.relation.ispartofpageto390en_US
dc.relation.ispartofissue5en_US
dc.relation.ispartofjournalJournal of Brand Managementen_US
dc.relation.ispartofvolume19en_US
dc.rights.retentionNen_US
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleThe impact of brand extensions on parent brand relationship equityen_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.issued2012
gro.hasfulltextNo Full Text


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