Der vorliegende Beitrag präsentiert empirische Erkenntnisse zu Konsumentenwahrnehmungen von sogenannten Green-Marketing-Aktivitäten. Dabei wird bewusst ein Fokus auf Aktivitäten von etablierten Marken gelegt, die nach einer Ökologie-orientierten Auffrischung ihres Images streben. Dabei...

Der vorliegende Beitrag präsentiert empirische Erkenntnisse zu Konsumentenwahrnehmungen von sogenannten Green-Marketing-Aktivitäten. Dabei wird bewusst ein Fokus auf Aktivitäten von etablierten Marken gelegt, die nach einer Ökologie-orientierten Auffrischung ihres Images streben. Dabei...

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...

This study intended to broaden the research on brand-extended film and contribute to the generalization of the theory by applying the concept of brand extension to the film industry. By applying multiple regression analysis, we can grasp the effect of movie performance predictors on the...

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...

Firms that sell vertically differentiated products infrequently roll out multiple products at the same time. In fact, it is often a firm already selling a well-established product, that decides to expand up- or downwards when such an opportunity arises. A critical decision in this scenario is...

Incumbent traditional brands have an initial advantage over new entrants to a market. With traditional brands, marketers have spent many dollars and many years to establish brand awareness and build equity. Building and managing strong brands is considered to be one of the key drivers of success...

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy, 1997), but there is a lack of academic research to show how common they really are. The present study documents the incidence of brand extensions in three geographic consumer goods...

It is a common belief that users of a brand in one category are more likely to purchase brand extensions than non-users of the brand. This study examines whether extensions actually do facilitate purchase of the brand in a second category. We analyze one year of household purchasing data for...

This study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions. The authors present the results of an experiment based on a 2x2x2 between-subjects design, where the following three independent variables are considered: the category fit...

Brand extensions are a common marketing practice, not just in the North American and European markets, but also in the Latin American business world. In this article, we perform an empirical test of the determinants of ‘brand extensions' evaluations in a developing country such as Chile. In...

Brand extension is an important concern in the success of a brand and if not done properly, can cause a serious damage to the brand being extended. This study aim to investigate the factors of brand extension and their impact on parent brand image. The selected factors were Perceived Fit,...

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...

Die vorliegende Studie der FOM Hochschule ist im Rahmen einer Kooperation mit der Stadt Essen und dem Essener Sportbund e. V. entstanden. Ziel des Sportmonitors ist es, dazu beizutragen, das Sportangebot in Essen aufrechtzuerhalten und auszuweiten. Dies erfolgt, indem Sportvereinen, Sponsoren,...

To build a strong Brand image in mind of customer is one of the major challenging task to the companies for successes of their business, and also its helps to retaining the customer towards their existing brands. A strong brand having customers trust towards the company. And its create...

A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new product trial in experience goods categories. In this paper we argue that this property has specific testable implications for the dynamics of sales. In particular, in the movie...