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| Author: | Chen, J. Paliwoda, S. |
| Title: | Adoption of new brands from multi-branding firms by Chinese consumers |
| Journal: | Journal of Euromarketing
2002 : VOL. 12:1, p. 63-77 |
| Index terms: | Marketing Brands Companies Consumer behaviour China Asia |
| Language: | eng |
| Abstract: | The increasing importance of branding has brought about much academic interest since the early 1980s. However, so far the area where the most has been achieved is in brand extensions, and academic achievements in other aspects of branding have been modest (Barwise 1993). Multi-branding, as a very important branding strategy, helps the company target different market segments, spread risk, and meet the consumers need for variety seeking. This paper aims to explore how consumer knowledge of the multi-branding company, its product and its existing brands could be transferred to purchase intention of the companys new brand. |
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