Consumer Attitude Towards Brand Extensions : An Integrative model and research propositions

The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are :(...)

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Year of publication:	2002
Authors:	Czellar, Sandor
Publisher:	Université <Genève> / Section des Hautes Etudes Commerciales
Subject:	Marke \| Verbraucherverhalten \| Werbemarke \| Brand extensions \| Verbraucher Psychologie \| Kognitive Psychologie \| Cognitive Psychology

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Table of Contents
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Introduction
An integrative model of consumer attitude toward brand extensions
Process of fit perception
Extension evaluation process
Link between attitude and marketplace behaviour
Reciprocal effects of brand extension on parent brand- and category attitude
Future research directions
References
Tables and figures

Persistent link: https://www.econbiz.de/10005843544