The effect of brand extensions on product brand image

Purpose - The purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension.Design methodology appr...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	The journal of product & brand management 2010-06, Vol.19 (3), p.170-180
Hauptverfasser:	Müge Arslan, F, Korkut Altuna, Oylum
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand awareness Brand equity Brand image Brand names Competitive advantage Consumer attitudes Consumer behavior Consumer behaviour Marketing Middle Eastern culture Product lines Studies Variables
Online-Zugang:	Volltext
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