A Model of the Feedback Effect of Brand-Extensions on Parent-Brands

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Title A Model of the Feedback Effect of Brand-Extensions on Parent-Brands
Author Dwivedi, Abhishek; Merrilees, Bill; Sweeney, Arthur
Publication Title ANZMAC 2006 Conference Proceedings (CD)
Editor Dr Yunus Ali, Ms. Maria van Dessel
Year Published 2006
Place of publication Australia
Publisher Australian and New Zealand Marketing Academy
Abstract This paper is an outcome of the suggestion made by Keller and Sood (2003) that there is a need for a model that collates the existing research on brand-extension feedback effects. The research is generally underdeveloped, being the most recent phase in brand extension understanding. The literature lack a consensus as to key influences on feedback effects and some of the factors, such as familiarity, have been ambiguous in empirical studies. A model is developed and tested with a medium sized student sample. The results extend previous understanding the feedback effect on the parent brand.
Peer Reviewed Yes
Published Yes
Publisher URI http://smib.vuw.ac.nz:8081/WWW/ANZMAC2006/program.html
Alternative URI http://www.anzmac.org/
Copyright Statement Copyright remains with the authors 2006. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 1- 74107-159-3
Conference name ANZMAC 2006 Conference
Location QUT, Brisbane
Date From 2006-12-04
Date To 2006-12-06
URI http://hdl.handle.net/10072/13196
Date Accessioned 2007-03-06
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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