| dc.description.abstract | This thesis is aiming to find out whether extension category characteristics have impact on
consumer attitude towards brand extension. In this study, the author focused on three specific
extension category characteristics, which are respectively (1) the role of dominant brands in
the extension category, (2) the potential for a differentiated brand positioning in the extension
category, (3) the consumer attitude towards the extension category. The author conducted an
experiment and finds out that the perceived similarity between the extension and dominant
brand in the extension category and attitude towards extension category has positive influence
on the attitude towards brand extension; and dominant brand oriented positioning strategy is
more effective than parent brand oriented positioning strategy in extension positioning in both
high and low perceived fit between parent brand and extension situations. | nb_NO |
