haku: @freeterm categorization theory / yhteensä: 2
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| Tekijä: | Kim, C. K. Lavack, A. M. Smith, M. |
| Otsikko: | Consumer evaluation of vertical brand extensions and core brands |
| Lehti: | Journal of Business Research
2001 : APR, VOL. 52:3, p. 211-222 |
| Asiasana: | Brands Product differentiation Consumer behaviour |
| Vapaa asiasana: | Core brands Vertical brand extension Categorization theory |
| Kieli: | eng |
| Tiivistelmä: | This research uses categorization theory to understand the dynamics of vertical brand extensions. Two experiments measure consumer evaluations of both core brands and vertical brand extensions, including the effects of direction of brand extension (set-up vs. step-down) and distancing techniques. The impact of product concept is examined, with study 1 using cars, and study 2 using wristwatches. Findings from these two studies indicate that the introduction of any vertical brand extension has a negative impact on consumer evaluation of the core brand. |
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