Brand extension feedback effects: A holistic framework

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Title Brand extension feedback effects: A holistic framework
Author Dwivedi, Abhishek; Merrilees, Bill; Sweeney, Arthur
Journal Name Journal of Brand Management
Year Published 2010
Place of publication United Kingdom
Publisher Palgrave Macmillan Ltd.
Abstract This study models the impact of brand extensions on parent brand attitudes. The article is positioned around a holistic framework, enabling four major new contributions. First, it explains inter-relationships among major determinants of feedback. Second, it presents a rank-order of major determinants of feedback. Third, it presents a fresh perspective on the integrating role of fit. Fourth, it models the effect specifically on the change in parent brand attitude. A further contribution is a first-of-its-kind application to India. Results indicate that the two strongest effects on brand extension feedback were perceived fit and parent brand image. The article outlines four principles for effective brand extension design and communication strategy. A precondition for launching a brand extension is a strong parent brand. Once this condition is met, the design as well as the communication strategy of the brand extension should emphasize the fit with the parent using appropriate brand elements. Positive attitudes towards the extension per se should be developed to create added value perceptions for consumers.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1057/bm.2009.26
Copyright Statement Copyright 2010 Palgrave Macmillan. This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version Journal of Brand Management 17(5) 328-342, is available online at: http://dx.doi.org/10.1057/bm.2009.26
Volume 17
Issue Number 5
Page from 328
Page to 342
ISSN 1350-231X
Date Accessioned 2010-06-24
Date Available 2011-05-04T09:50:44Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/33223
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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