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dc.contributor.authorDwivedi, Abhishek
dc.contributor.authorMerrilees, Bill
dc.date.accessioned2017-05-03T13:59:51Z
dc.date.available2017-05-03T13:59:51Z
dc.date.issued2012
dc.date.modified2013-06-03T23:03:56Z
dc.identifier.issn1350231X
dc.identifier.doi10.1057/bm.2011.46
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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherPalgrave Macmillan
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom377
dc.relation.ispartofpageto390
dc.relation.ispartofissue5
dc.relation.ispartofjournalJournal of Brand Management
dc.relation.ispartofvolume19
dc.rights.retentionN
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.titleThe impact of brand extensions on parent brand relationship equity
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2012
gro.hasfulltextNo Full Text
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorDwivedi, Abhishek


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