The effect of brand extensions on parent-brand relationship quality


Autoria(s): Neale, Larry; Baazeem, Thamer; Bougoure, Ursula
Data(s)

2009

Resumo

A recognized brand name that provides a competitive advantage is considered one of a firm’s most valuable assets. Many firms have benefitted from their well-established brand name by adopting the strategy of brand extension (Aaker and Keller, 1990). Many academic studies have examined the methods used to introduce successful brand extensions, and analysed how consumers evaluate the brand extensions (Aaker and Keller, 1990; Barone, 2005; Bath, 1997; Bottomley and Holden, 2001; Edelman, 2003; Fedorikhin, Park and Thomson, 2008; Kwun, 2004; Lockhart and Ford, 2005). Some researchers have suggested that brand extension strategies may carry the risk of diluting important consumer trust in the parent brand (Martinez and Pina, 2003; C. W. Park, Milberg and Lawson, 1991). Furthermore, some studies have focused on the role of the parent brand in brand extensions (Apostolopoulou, 2002; Bath, 1997; Bhat and Reddy, 2001; Yeung and Wyer Jr, 2005). Brand extensions may have a positive or a negative influence on the parent brand, so it is important to understand the specific impact on dimensions such as brand image, brand awareness, and customer-brand relationships. This study will carry investigate the effects of brand extensions on the relationships customers have with the parent brand.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/29718/

Publicador

ANZMAC

Relação

http://eprints.qut.edu.au/29718/1/c29718.pdf

http://www.anzmac2009.org/

Neale, Larry, Baazeem, Thamer, & Bougoure, Ursula (2009) The effect of brand extensions on parent-brand relationship quality. In Proceedings of Australian and New Zealand Marketing Academy Conference 2009, ANZMAC, Monash University, Melbourne, Victoria.

Direitos

Copyright 2009 [please consult the authors]

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #150599 Marketing not elsewhere classified #Branding #Brand Extensions #Brand Relationships Quality
Tipo

Conference Paper