Feedback effects in brand extensions: Evidence from India

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Title Feedback effects in brand extensions: Evidence from India
Author Dwivedi, Abhishek; Sweeney, Arthur; Merrilees, Bill
Publication Title ANZMAC 2007 Conference Proceedings
Editor Ken Deans
Year Published 2007
Place of publication Dunedin, New Zealand
Publisher University of Otago
Abstract This paper studies brand-extension feedback effects from India to address the paucity of extension-feedback research from the subcontinent. A model from literature was developed and tested on a sample of students in the capital city; it fitted the data well and four out of the six hypotheses were supported. Fit had the strongest effect on feedback followed by initial parent-brand attitude. Overall, the study advances the knowledge on brand-extension feedback effects.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.anzmac.org/
Alternative URI http://conferences.anzmac.org/ANZMAC2007/index.html
Copyright Statement Copyright remains with the authors 2007. The attached file is reproduced 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 9781877156299
Conference name 2007 ANZMAC Conference
Location Dunedin New Zealand
Date From 2007-12-03
Date To 2007-12-05
URI http://hdl.handle.net/10072/17101
Date Accessioned 2008-01-29
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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