Consumer Evaluations of Brand Extension : The Impact of Brand Relationship Quality and Naming Strategy

@inproceedings{Pelloni2008ConsumerEO,
  title={Consumer Evaluations of Brand Extension : The Impact of Brand Relationship Quality and Naming Strategy},
  author={Ottavia Pelloni},
  year={2008}
}
  • Ottavia Pelloni
  • Published 2008
This study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions. The authors present the results of an experiment based on a 2x2x2 between-subjects design, where the following three independent variables are considered: the category fit between the products involved in the extension decision (high vs. low), the naming strategy chosen for the new product (parent brand vs. sub-brand prominence), and the level of brand relationship… CONTINUE READING
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