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| Tekijä: | Kalamas, M. et al. |
| Otsikko: | The critical role of congruency in prototypical brand extensions |
| Lehti: | Journal of Strategic Marketing
2006 : SEP, VOL 14:3, p. 193-210 |
| Asiasana: | brands |
| Vapaa asiasana: | brand extension categorization theory |
| Kieli: | eng |
| Tiivistelmä: | This article discusses empirical study focussed on the critical role of congurency in prototypical brand extension. The survey measures reactions from a sample of graduate students to 18 proposed extensions involving six well-known brands. The aurthors suggest that irrespective of the level of extansion congurency, perceptions of fit had the strongest influence on extension success. Implications for future research and managerial actions are also discussed. |
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