haku: @author Doyle, J. / yhteensä: 10
viite: 4 / 10
| Tekijä: | Bottomley, P. Doyle, J. |
| Otsikko: | The formation of attitudes towards brand extensions: testing and generalising Aaker and Keller's model |
| Lehti: | International Journal of Research in Marketing
1996 : OCT, VOL. 13:4, p. 365-378 |
| Asiasana: | RESEARCH MARKETING ATTITUDES |
| Kieli: | eng |
| Tiivistelmä: | The apparent lack of agreement between Aaker and Keller's original study (Consumer Evaluations of Brand Extentions) and Sunde Brodie's (Consumer Evaluations of Brand Extentions; Further Empirical Evidence) replication of how consumers form attitudes towards brand extensions indicates that further empirical evidence is required to investigate the scope of the propositions. Responding to these concerns the authors not only provide an additional data set but also undertake new analyses at the brand level on both it and Sunde and Brodie's data set, to extend the understanding of the area. |
SCIMA