haku: @journal_id 58 / yhteensä: 815
viite: 342 / 815
| Tekijä: | Park, C.W. Milberg, S. Lawson, R. |
| Otsikko: | Evaluation of brand extensions: the role of product feature similarity and brand concept consistency |
| Lehti: | Journal of Consumer Research
1991 : VOL. 18:2, p.185-193 |
| Asiasana: | ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | The authors investigate two factors that differentiate between successful and unsuccessful brand extensions: product feature similarity and brand concept consistency.The results show that for both function-oriented and prestige- oriented brand names, the most favorable reactions occur when brand extensions are made with high brand concept consistency and high product feature similarity. |
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