Exploring Brand Extensions in the Context of Franchising

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Title Exploring Brand Extensions in the Context of Franchising
Author Weaven, Scott Keith W; Grace, Debra Ann; Jones, Ryan Edward
Publication Title Proceedings of ANZMAC Conference 2009 Melbourne
Editor Sandra Luxton
Year Published 2009
Place of publication Melbourne, Australia
Publisher ANZMAC
Abstract Although the brand concept is at the very core of franchising success, as it is the aspect of the business which allows for the franchisor's reputation and goodwill to be transferred, there has been minimal literary discussion on the importance and use of the brand leverage as a growth mechanism. More specifically, there has been no direct primary research involving franchise brand extensions and consumers' perceptions of these. This study, therefore, explores and compares consumer perceptions of brand extensions within the non-franchise sector and the franchise sector. Fifteen semi-structured interviews were conducted and analysed and the results reveal three unique findings that are categorised under (1) quality perceptions transfer; (2) difficult extensions, and (3) brand extension attitude override. In doing so, the foundation for further research in this important area is laid.
Peer Reviewed Yes
Published Yes
Publisher URI http://anzmac2009.org/
Copyright Statement Copyright 2009 ANZMAC. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference website for access to the definitive, published version.
ISBN 1863081607
Conference name Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009
Location Melbourne
Date From 2009-11-30
Date To 2009-12-02
URI http://hdl.handle.net/10072/29763
Date Accessioned 2010-01-12
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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