Purpose – This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach – Data were obtained from 699...

In recent years, companies have been using brand extensions as a strategy for launching new products. The reason why this strategy has been popular is the fact that it decreases the risk of failure of new products, because consumers initially are more willing to accept products marketed under...

Purpose – The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non‐customers of banking institutions. Design/methodology/approach – Data were...

Purpose – The purpose of this paper is to understand how companies can leverage brand image through brand extensions without harming their image. It specifically seeks to analyse the influence of three variables: communication policy, brand breadth and extension‐brand fit....

Purpose – In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such...

Purpose This paper aims to analyse the effect of technology acceptance variables on customer attitude and customer engagement behaviours (CEB) with social tourism websites (STWs). Design/methodology/approach An empirical study was carried out with 346 customers. A model was developed to analyse...

Purpose – This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of reciprocal spillover effects for both strategies. Design/methodology/approach – Empirical survey data are...

Purpose – This paper aims to reveal the key elements of corporate identity through the information provided by entities' websites, and to study the differences in the information transmitted by entities through their websites. Design/methodology/approach – The research develops an analysis...