haku: @journal_id 1343 / yhteensä: 429
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| Tekijä: | Swaminathan, V. |
| Otsikko: | Sequential brand extensions and brand choice behavior |
| Lehti: | Journal of Business Research
2003 : JUN, VOL: 56:6, p. 431-442 |
| Asiasana: | Brand choice |
| Vapaa asiasana: | Brand equity Brand extensions |
| Kieli: | eng |
| Tiivistelmä: | The impact of sequential brand extensions on brand choice is the focus of this paper. Past research has mainly examined single brand extensions associated with a unique parent brand. In reality, a single brand name may be extended into multiple product categories. Scanner panel data is used on two sequential brand extensions to examine the effect of experience with a parent brand and a successful previous brand extension on trial and repeat of a subsequent brand extension. |
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