The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation

• Main Authors: BHAT, Subodh, REDDY, Srinivas K.R
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2001
• Subjects: Parent brand; Brand extension; Attribute associations; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2983
• Institution: Singapore Management University

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...