search query: @freeterm BRAND EQUITY / total: 26
reference: 17 / 26
| Author: | Swaminathan, V. |
| Title: | Sequential brand extensions and brand choice behavior |
| Journal: | Journal of Business Research
2003 : JUN, VOL: 56:6, p. 431-442 |
| Index terms: | Brand choice |
| Freeterms: | Brand equity Brand extensions |
| Language: | eng |
| Abstract: | The impact of sequential brand extensions on brand choice is the focus of this paper. Past research has mainly examined single brand extensions associated with a unique parent brand. In reality, a single brand name may be extended into multiple product categories. Scanner panel data is used on two sequential brand extensions to examine the effect of experience with a parent brand and a successful previous brand extension on trial and repeat of a subsequent brand extension. |
SCIMA