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 …

The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …

An investigation of the effects of consumer evaluations on family brand image, as a result of extension congruity … dilution effect, respectively, to broadcaster brand image, with program sub-brand salience increasing these effects. Congruity …/incongruity of program image also produces enhancement and dilution effects in broadcaster brand image, in both ratings of perceived …

survey the literature on the role of consumer branding and brand preferences in driving consumer demand. We also discuss the …