Methods for Evaluating Extension Success

tions of a brand extension: brand affect and the similarity between the orig- inal and extension product categories. However, surprisingly little attention. Jun 3, 2024 ... Currently, "brand extension" means any brand that incorporates all or a substantial part of the unique features of a preexisting brand, ... Examined factors that influence consumer perceptions of a brand extension that are specific to the brand itself. Three experiments explored the importance ... These examples showcase how brands can step into new territories or product categories while maintaining a coherent brand image and leveraging their existing ... Our results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to ... Beanstalk is a global brand licensing agency. For over 30 years, we have been helping leading brands, manufacturers and retailers strengthen their ... May 31, 2013 ... This research examines the proposition that high perceived fit of a brand extension results when consumers can establish explanatory links ... 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 ... Mar 7, 2017 ... The current study explored which strategy (BN or BL) better enhanced the success of dissimilar brand extension and product promotion in enterprises. The key difference between a Brand Extension and a Sub Brand lies in how much effort, attention and detail is brought to that secondary product in relation to ...