Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation...

The paper examines the generalizability of forward and feedback effects of durable goods and service brand extensions through a main study and four replications. The replications address the generalizability of empirical findings across characteristics of parent brand (luxury versus non-luxury),...

This study analyzes consumers' evaluation and feedback effects of vertical downscale line extensions through an experiment with price (−25% v. −50%), brand concept (luxury v. prestige) and product category (cars v. fashion) conditions. ANOVA results indicate a significant interaction effect...

This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An...