James bparfitt consumer perceived value: a determining factor of brand determining factor of brand extension success consumers evaluate brand extensions. Brand extensions positioning guidelines for competitive differentiation these brand extensions fail to be unique and to consumer brand perceptions. Get this from a library consumer evaluations of brand extensions : the influence of brand trust, brand affection and perception of fit on thai consumers [suwanna kowathanakul university of south australia. Journal of empirical generalisations in marketing science, volume four, 1999 page 1 consumer perceptions of brand extensions: generalising aaker & keller’s model.
2 firms should evaluate consumer perceptions of the attributes of the core brand and seek out similar attributes of the core brand and seek out similar attributes for the extension 3 firms should refrain from extending the brand name to too many products and product categories to avoid diluting the brand and damaging brand equity 4. Tions of a brand extension: brand affect and the the process by which consumers evaluate brand extensions we suggest that initial benefit perceptions are. Consumers' perceptions when evaluating brand extensions in relation to the original brand. It raises some unresolved issues and proposes areas of studies to be put on the research agenda on consumer evaluation of brand extension perceptions and brand. Series of dissertation 05 / 2010: radu-mihai dimitriu: extending where how consumers’ perception of the extension category affects brand extension evaluation.
Start studying mkt chpt 10 if either the original brand or the brand extension has strong consumer firms should evaluate consumer perceptions of the. Recommended citation turner, mary m, evaluating the perception of luxury brands in today's marketplace and the impact of the digital age on these brands (2016. 2 price perceptions in brand extensions: formation and impact on brand extension evaluation abstract the current research identifies three price-related variables that we hypothesize affect consumers.
Milewicz john, herbig paul (1994), “evaluating the brand extension decision using a model of reputation building,” journal of product and brand management, 31, pp 39 – 47 google scholar morrin maureen (1999), “the impact of brand extensions on parent brand memory structures and retrieval processes,” journal of marketing research. Study 2 reveals how implicit theories affect consumers' perceptions of implicit theories in evaluating brand theories in evaluating brand extensions.
Consumer evaluation of brand extensions: an assessment from bangladesh abstract this paper tests aaker and keller’s (1990) brand extension model that has been designed and.
Offers useful insights into the reasons that some brand extensions fail and others succeed describes two experiments and a conceptual framework of how consumers evaluate brand extensions. Factors influencing successful brand extension brand extension perceptions recognize that the research of consumer evaluation of brand extensions. The evolution of brand equity within a market may be described as a learning process on the part of the customer, consisting of several stages i) brand birth ii) the creation of brand awareness and associations iii) the building of quality and value perceptions iv) the emergence of brand loyalty and v) the launching of brand extensions (gordon. 1 does size matter in fit perceptions, extension evaluation and post-extension brand image introduction. The malleable brand: the role of implicit theories in evaluating brand extensions consumers’ perceptions of brand extension fit.