The effect of brand extensions on product brand image


ARSLAN F. M. , Altuna O.

JOURNAL OF PRODUCT AND BRAND MANAGEMENT, cilt.19, sa.3, ss.170-181, 2010 (ESCI İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 19 Konu: 3
  • Basım Tarihi: 2010
  • Doi Numarası: 10.1108/10610421011046157
  • Dergi Adı: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Sayfa Sayıları: ss.170-181

Özet

Purpose - The purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension.