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dc.contributor.authorDwivedi, Abhishek
dc.contributor.authorMerrilees, Bill
dc.date.accessioned2017-05-03T13:59:54Z
dc.date.available2017-05-03T13:59:54Z
dc.date.issued2013
dc.date.modified2013-11-19T04:29:59Z
dc.identifier.issn14413582
dc.identifier.doi10.1016/j.ausmj.2013.02.001
dc.identifier.urihttp://hdl.handle.net/10072/54357
dc.description.abstractThe brand extension literature outlines a pivotal role of consumers' brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity. The present study proposes and examines change in relationship equity as a mediator of the effect of brand extension attitude on change in parent brand equity, thereby explicating a process of conversion of brand extension attitudes into reciprocal brand equity evaluations. A store-based retailing context adds an interesting dimension to the study. A conceptual model is developed around the focal mediated effects. Key hypotheses are supported and the research model achieves acceptable predictive validity in estimating change in brand equity. Importantly, change in relationship equity fully mediates the effect of extension attitude on change in brand equity. Overall, a novel perspective is offered to the literature. Implications for theory and practice are discussed.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom75
dc.relation.ispartofpageto84
dc.relation.ispartofissue2
dc.relation.ispartofjournalAustralasian Marketing Journal
dc.relation.ispartofvolume21
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchCommerce, Management, Tourism and Services
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode15
dc.titleRetail brand extensions: unpacking the link between brand extension attitude and change in parent brand equity
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2013
gro.hasfulltextNo Full Text
gro.griffith.authorMerrilees, Bill J.


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