Do Positive Experiences with the Core Brand Influence Extension Acceptance?

Nov 1, 2022 ... A brand extension is one type of extension strategy that companies may use to increase revenue, find new customers, grow their share of the ... Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on ... Brand extension is when an existing brand works to launch a new product that will be under the same brand name but different from the original offering of the ... Oct 8, 2024 ... Brand extension allows businesses to expand into new categories by leveraging the equity of existing brands. May 31, 2013 ... This research examines the proposition that high perceived fit of a brand extension results when consumers can establish explanatory links ... Rather than offering a product in the same category, this type of brand extension involves the creation of new categories or a new line that works alongside the ... Apr 5, 2012 ... Ries & Trout Were Wrong: Brand Extensions Work · First, an extension can enhance the brand associations rather than detract from it. · Second, ... May 11, 2023 ... Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. Dec 20, 2024 ... Vim is a famous household dish washing brand. The immediate reaction from my team members was this is stretching a dish washing brand too far ! We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more ...