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| Author: | MartÃnez, E. Pina, J. M. |
| Title: | Consumer responses to brand extensions: a comprehensive model |
| Journal: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1182-1205 |
| Index terms: | brands consumer behaviour Spain |
| Freeterms: | brand equity brand extensions |
| Language: | eng |
| Abstract: | The purpose of the article is to study the consequences of brand extensions. A full comprehensive model that addresses the brand extension evaluation process and the extension's effect on brand image is constructed. Interviews with 699 attendants are conducted in Spain and hypotheses are tested using structural equation modeling. The findings show that the impact of brand extensions on brand image depends on the consumer's attitude towards new products and the perceived image fit. The article's contribution to practice is the suggestion of ways to protect the brand image in case of brand extensions. |
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