A model of the feedback effect of brand-extensions on parent-brands

Abhishek Dwivedi, Bill Merrilees, Arthur Sweeney

Research output: Book chapter/Published conference paperConference paperpeer-review

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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 languageEnglish
Title of host publicationAdvancing Theory, Maintaining Relevance
EditorsYunus Ali, Ms Maria van Dessel
Number of pages1
ISBN (Electronic)1741091399
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia
Duration: 05 Dec 200607 Dec 2006


ConferenceAustralian and New Zealand Marketing Academy (ANZMAC) Conference


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