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| Tekijä: | Pina, J. M. Iversen, N. M. Martinez, E. |
| Otsikko: | Feedback effects of brand extensions on the brand image of global brands: a comparison between Spain and Norway |
| Lehti: | Journal of Marketing Management
2010 : AUG, VOL 26:9-10, p. 943-966 |
| Asiasana: | brands country comparisons innovation Spain Norway |
| Kieli: | eng |
| Tiivistelmä: | Brand extensions are popular attempts to increase sales among global brands. The purpose of this article is to study the effects of the attitude towards brand extensions on the image of the existing parent brand. A comparative analysis of Spain and Norway is conducted. The perceived fit between the extension and the parent brand is found to be the factor that mainly determines the extension attitude. In Spain, however, it is also the familiarity with the parent brand and perceived fit at product category level. The authors also examine the moderating role of consumer innovativeness (hedonist innovativeness and social innovativeness), as well as the moderating role of the origin country. |
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