BRAND EXTENSION STRATEGIES: CONSUMER EVALUATIONS OF BRAND CONCEPT AND BRAND EQUITY

Kittichai Watchravesringkan, Areti Vogel, Dilip Doraiswamy

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/372664

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Global Fashion Management Conference

2019 Global Fashion Management Conference at Paris (2019.07)
pp.740-745

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

The purpose of this study is to understand the impact of brand extensions. Specifically, the study examines how consumers’ perceived fit between parent brand and newly extended brands may help facilitate consumers’ post extension evaluation of parent brand equity and brand concept.

Keyword

brand equity brand extension brand concept

Table Content

ABSTRACT
INTRODUCTION
LITERATURE REVIEW
METHODOLOGY AND RESULTS
DISCUSSION AND CONCLUSION
REFERENCES

Author

Kittichai Watchravesringkan(The University of North Carolina, Greensboro, USA)
Areti Vogel(Stetson University, USA)
Dilip Doraiswamy(The University of North Carolina, Greensboro, USA)

KOREASCHOLAR

BRAND EXTENSION STRATEGIES: CONSUMER EVALUATIONS OF BRAND CONCEPT AND BRAND EQUITY