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) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 19 Sayı: 3
  • Basım Tarihi: 2010
  • Doi Numarası: 10.1108/10610421011046157
  • Dergi Adı: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus
  • Sayfa Sayıları: ss.170-181
  • İstanbul Üniversitesi Adresli: Hayır

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.