Investigating the differences in consumer evaluations of search, experience and credence brand extensions and their effects on the parent brand.

• Main Authors: Goh, Sara Qian Yu., Lee, Denise Mei Zhen., Ong, Song Qin.
• Other Authors: Ng, Sharon Sok Ling
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/11043
• Institution: Nanyang Technological University

Drawing on the fundamental differences among goods lying along the continuum of search, experience and credence attributes, we investigate its application to brand extension. This research paper investigates the effects of perceived fit and the search-experience-credence continuum on brand extensio...