haku: @author Burke, R. / yhteensä: 4
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| Tekijä: | Rangaswamy, A. Burke, R. Oliva, T. |
| Otsikko: | Brand equity and the extendibility of brand names |
| Lehti: | International Journal of Research in Marketing
1993 : MAR, VOL. 10:1, p. 61-75 |
| Asiasana: | CONJOINT ANALYSIS BRAND NAMES CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | Brand extensions represent an opportunity for firms to use the equity build up in the names of existing brands in order to enhance marketing productivity. However, before considering a specific extension, managers must first determine how extendible a brand name is likely to be. The authors hypothesize that consumer utility for a brand consists of three components and that the extendibility of a brand name is limited by how closely the brand name interacts with the physical product attributes in consumers' utility for the brand in the parent category. |
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