haku: @journal_id 1343 / yhteensä: 429
viite: 206 / 429
| Tekijä: | Sheinin, D.A. |
| Otsikko: | The effects of experience with brand extensions on parent brand knowledge |
| Lehti: | Journal of Business Research
2000 : JUL, VOL. 49:1, p. 47-55 |
| Asiasana: | Attitudes Brands Consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | The authors explore the influence of direct experience with a brand extension on consumers' knowledge about parent brands that differ in familiarity. They find differences in beliefs about unfamiliar parent brands between positive and negative experience but no differences in beliefs about familiar parent brands. Similarly, after experience with a brand extension, consumers changed their beliefs about and attitude toward unfamiliar parent brands more so than with familiar parent brands. |
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