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Author: | Park, C.W. Milberg, S. Lawson, R. |
Title: | Evaluation of brand extensions: the role of product feature similarity and brand concept consistency |
Journal: | Journal of Consumer Research
1991 : VOL. 18:2, p.185-193 |
Index terms: | ADVERTISING |
Language: | eng |
Abstract: | The authors investigate two factors that differentiate between successful and unsuccessful brand extensions: product feature similarity and brand concept consistency.The results show that for both function-oriented and prestige- oriented brand names, the most favorable reactions occur when brand extensions are made with high brand concept consistency and high product feature similarity. |
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