Search Results - subject:"Service line extensions"

Reciprocal transfer of brand associations between service parent brands and upward line extensions : An accessibility-diagnosticity perspective

Boisvert, Jean - In: Journal of Service Theory and Practice 26 (2016) 2, pp. 222-243

information and the diagnosticity of newly launched horizontal and upward service line extensions affect transfer and reciprocal … provides key findings to managers who are responsible for launching newly created service line extensions (horizontal and … associations between service line extensions (horizontal and upward) and their parent brands. Drawing on the accessibility …

Persistent link: https://www.econbiz.de/10014907604

Reciprocal transfer of brand associations between service parent brands and upward line extensions : an accessibility-diagnosticity perspective

Boisvert, Jean - In: Journal of service theory and practice : JSTP 26 (2016) 2, pp. 222-243

Persistent link: https://www.econbiz.de/10011515426

How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement

Boisvert, Jean; Ashill, Nick J. - In: Journal of Services Marketing 25 (2011) 7, pp. 517-527

Purpose – The purpose of this study is twofold: first, to assess the impact of extension innovativeness on attitude towards service line extension and the mediating role played by extension quality (in relation to the parent brand); second, to examine the effect of consumer involvement as a...

Persistent link: https://www.econbiz.de/10014905364