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| Author: | He, H. Li, Y. |
| Title: | Consumer evaluation of technology-based vertical brand extension |
| Journal: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1366-1383 |
| Index terms: | consumer behaviour brands consumer research brand loyalty |
| Language: | eng |
| Abstract: | The purpose of the paper is to study how the technical levels between parent brand and brand extension influence consumer's evaluation of the extension and the consumer's brand loyalty. A field study of 200 participants reveals that consumers tend to evaluate downward brand extensions more favorably because the perceived fit has a stronger positive effect on downward extensions than upward extensions. A high fit leads to positive effect of brand loyalty on the extension, whereas a low fit may cause a negative effect. |
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