The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation
A model specifying the role of parent brand attribute beliefs and affect in consumer's initial evaluation of a brand extension was proposed and tested using hypothetical extensions of different brands. This study suggests a more prominent role for parent brand attribute associations than for pa...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2001
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2983 |
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| Institution: | Singapore Management University |
| Language: | English |