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| Author: | Buil, I. Chernatory, L. de Hem, L.E. |
| Title: | Brand extension strategies: perceived fit, brand type, and culture influences |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p.1300-1324 |
| Index terms: | brands culture strategic planning Europe |
| Language: | eng |
| Abstract: | The purpose of this study is to explore how the perceived fit, brand type and country's culture affect the consumers' attitude towards brand extensions and on the parent brand equity. The findings suggest that brand extensions with high fit get more favourable consumer evaluations. High fit of the extension also decreases the extensions' negative feedback effect on the parent brand equity. The parent brand equity dilution is higher when the parent that is used to launch the extension has high equity. However, consumers seem to have different responses to extensions and brand equity effects across countries. |
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