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dc.contributor.authorThorbjørnsen, Helge
dc.date.accessioned2015-09-04T09:40:24Z
dc.date.accessioned2015-09-08T07:29:00Z
dc.date.available2015-09-04T09:40:24Z
dc.date.available2015-09-08T07:29:00Z
dc.date.issued2005
dc.identifier.citationJournal of Product & Brand Management 2005, 14(4):250-257nb_NO
dc.identifier.issn1061-0421
dc.identifier.urihttp://hdl.handle.net/11250/298984
dc.description-This is the author's version of the article:"Brand extensions: brand concept congruency and feedback effects revisited" Journal of Product & Brand Management, Vol. 14 Iss: 4, pp.250 - 257,nb_NO
dc.description.abstractAbstract Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent brand. Moreover, brand familiarity is proposed as an important moderator variable in determining feedback effects on attitude to the parent brand. Design/methodology/approach – An experimental research design was applied for testing the set of hypotheses put forth. The product category of wrist-watches was utilized as setting. A total of 205 respondents participated in the study. Findings – The study finds general support for the importance of brand concept congruency when it comes to feedback-effects, whereas no significant differences between congruent and incongruent extensions are found for attitudes to the extension itself. Brand familiarity is found to be an import ant moderator on parent brand feedback effects. Research limitations/implications – Before concluding on the moderating role of brand familiarity in this context, one needs to build a stronger nomological network around this variable. Moreover, the effects observed in this study should be extended and tested for other product categories an d preferably also with other methodological approaches. Originality/value – The study results reemphasize the importance of investigating brand feedback effects when launching category extensions. Also, the research provides new insight into the role of parent brand familiarity when evaluating the potential risks and rewards of conducting brand conce pt extensions.nb_NO
dc.language.isonobnb_NO
dc.publisherEmerald Insightnb_NO
dc.subjectbrand extensionsnb_NO
dc.subjectbrand managementnb_NO
dc.subjectbrand identitynb_NO
dc.subjectfeedbacknb_NO
dc.titleBrand extensions: brand concept congruency and feedback effects revisitednb_NO
dc.title.alternativeBrand extensions: brand concept congruency and feedback effects revisited
dc.typeJournal articlenb_NO
dc.typePeer reviewed
dc.date.updated2015-09-04T09:40:24Z
dc.source.pagenumber250-257nb_NO
dc.source.volume14nb_NO
dc.source.journalJournal of Product & Brand Managementnb_NO
dc.source.issue4nb_NO
dc.identifier.doihttp://dx.doi.org/10.1108/10610420510609258
dc.identifier.cristin544072
dc.subject.keywordLedelse / Management


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