Moorthy (Moorthy S. (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770) …

incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand … affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness …The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research …

Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …

favorable parent brand associations and, hence, demonstrate a greater degree of success. To fully understand the success of a … line extension, its impact, or spillover, on the parent brand must also be taken into account. This prompts the research … question: Will a line extension help or hurt the parent brand? That is, will the introduction of the line extension result in …

opportunity arises. A critical decision in this scenario is whether to introduce the new product under an existing brand or not … wisdom, choose to differentiate their products more when selling them under the same brand. Finally, we characterize the …

innovation as brand extensions of smartphones developed by Samsung, toward brand equity.Methodology/Technique – This study uses … innovation as the variable dimensions have a significant effect on Brand Equity of Samsung Galaxy mobiles …

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy … incidence of brand extensions in three geographic consumer goods markets: US and UK and Australia. The study conducts a detailed … available in the online stores, appear in just a single product category. Of the remaining 25% of brands classified as brand …