Abstract
This paper is an outcome of the suggestion made by Keller and Sood (2003) that there is a need for a model that collates the existing research on brand-extension feedback effects. The research is generally underdeveloped, being the most recent phase in brand extension understanding. The literature lack a consensus as to key influences on feedback effects and some of the factors, such as familiarity, have been ambiguous in empirical studies. A model is developed and tested with a medium sized student sample. The results extend previous understanding the feedback effect on the parent brand.
Original language | English |
---|---|
Title of host publication | Advancing Theory, Maintaining Relevance |
Editors | Yunus Ali, Ms Maria van Dessel |
Pages | 8 |
Number of pages | 1 |
ISBN (Electronic) | 1741091399 |
Publication status | Published - 2006 |
Event | Australian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia Duration: 05 Dec 2006 → 07 Dec 2006 |
Conference
Conference | Australian and New Zealand Marketing Academy (ANZMAC) Conference |
---|---|
Country/Territory | Australia |
Period | 05/12/06 → 07/12/06 |