haku: @author Völckner, F. / yhteensä: 3
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| Tekijä: | Völckner, F. Sattler, H. |
| Otsikko: | Empirical generalizability of consumer evaluations of brand extensions |
| Lehti: | International Journal of Research in Marketing
2007 : JUN, VOL. 24:2, p. 149-162 |
| Asiasana: | brands |
| Vapaa asiasana: | brand extensions |
| Kieli: | eng |
| Tiivistelmä: | The paper investigates the empirical generalizability of existing brand research results. Using a comprehensive data set compiled from two large-scale consumer samples and panel data, they address the generalizability of empirical findings (1) beyond the lab to conditions with real extensions, (2) across fast-moving consumer goods product categories, (3) across different types of parent brands, (4) across respondents, and (5) across success measures. Many important results of brand extension research generalize to a certain extent. However, some differences occurred. |
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