A Model of the Feedback Effect of Brand-Extensions on Parent-Brands
| File | Size | Format | |
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| 40413_1.pdf | 57Kb | Adobe PDF | View |
| 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 |
| Date Available | 2008-10-24T07:15:53Z |
| Language | en_AU |
| Research Centre | Centre for Tourism, Sport and Services Research |
| Faculty | Griffith Business School |
| Subject | Marketing and Market Research |
| Publication Type | Conference Publications (Full Written Paper - Refereed) |
| Publication Type Code | e1 |
Please use this identifier to cite this record: http://hdl.handle.net/10072/13196
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