This research was carried out from the perspective of downward price-based brand extensions with the aim to discover … its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and … luxury brand loyalty. The conceptual framework is based on both previous qualitative and quantitative research. A five …

A variety of psychological and brand-related consequences are connected to customer advocacy. The possible processes … between customer advocacy and brand loyalty in the retail banking sector of Pakistan. The brand relationship quality and … customer trust act as mediators between customer advocacy and brand loyalty. It is based on a sample of three hundred and fifty …

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

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 …

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 …