Evaluating Brand Fit in Extensions How do consumers perceive brand extensions?

Aug 9, 2013 ... In essence, horizontal brand extensions describe those where a brand has diversified beyond its existing product class or market. In contrast, a ... A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. 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 ... Oct 15, 2024 ... The easyGroup has been largely successful in brand development and strategic brand extension. Through a robust brand hierarchy and the strategic use of IP as a ... Dec 1, 2014 ... The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. Examined factors that influence consumer perceptions of a brand extension that are specific to the brand itself. Three experiments explored the importance ... Feb 9, 2021 ... The GLM-based fMRI analyses revealed the lateralized activation of the insula cortex in a way that positive and negative evaluation activated ... May 31, 2013 ... This research examines the proposition that high perceived fit of a brand extension results when consumers can establish explanatory links ... Evaluations of brand extensions were influ- enced both by the extension's similarity to the brand's current products (brand ex- tension typicality) and by the ... Dec 31, 2020 ... This article offers seven unique brand extension examples that worked, and a few that failed, along with explanations to why they succeeded or not.