Brand extension
This topic currently groups 3 published articles across 3 issues.
Positioning a brand extension in a retail environment: An exploratory look
Peter W. Smith • David J. Burns
Volume 08 Issue 1 · 02 Jun 2014
Increasingly, marketers are opting to extend existing brand names (core brands) to new product introductions instead of introducing new brands into the marketplace. Using a familiar brand name is thought to reduce the r…
A Conceptual Model of Brand Extensions in the Hospitality Industry
JungKook Lee, PhD • Alastair M. Morrison, PhD • Soo Cheong (Shawn) Jang, PhD
Volume 02 Issue 2 · 28 Feb 2012
Incumbent traditional brands have an initial advantage over new entrants to a market. With traditional brands, marketers have spent many dollars and many years to establish brand awareness and build equity. Building and…
Identification and investigation of effective factors on consumer's primary attitudes formation towards brand extension of pegah company of Kerman
Ali Mollahosseini • Zhaleh Zohreh Kermani • Abass Abassi
Volume 05 Issue 2 · 24 Feb 2012
Brand extensions have become a famous strategy for many of companies since many years ago. It’s success depends on acceptance and evaluations of consumers about brand extension. Thus,our purpose is to identify the…