search query: @author Alexander, N. / total: 11
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| Author: | Alexander, N. Colgate, M. |
| Title: | Customers' responses to retail brand extensions |
| Journal: | Journal of Marketing Management
2005 : APR, VOL. 21:3-4, p. 393-419 |
| Index terms: | Brands Brand valuation Customer relations Financial services Retailing |
| Language: | eng |
| Abstract: | The concern of this article is whether the implementation of financial services brand extensions have an impact on the core retail brand or not. Findings from over 1000 responses show that the retailer brand extensions do have an effect on the core brand, but customer experiences also indicate that the impact can be negative as well as positive. Customers satisfied with the brand expansion will be more satisfied with the core brand than customers who have not experienced the brand extension. Vice versa unsatisfactory brand extension experiences results in customers being less satisfied with the core brand. |
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