| Tekijä: | Pina, M. (et al.) |
| Otsikko: | The effect of service brand extensions on corporate image: An empirical model |
| Lehti: | International Journal of Market Research
2006 : VOL. 40:1/2, p.174-197 |
| Asiasana: | brands service corporate image consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | The main aim of this study is to examine the influence that service brand extensions have on corporate image. Structural equation modelling was the main methodology employed. It was found that the extent of perceived fit between corporate brand and the service extension influenced the perceived quality of the extensions, which in turn affects corporate image, especially for corporate brands that originally had highly rated images. |
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