Feedback Effects in Brand-Extensions: Evidence from India

Abhishek Dwivedi, Arthur Sweeney, Bill Merrilees

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

Abstract

This paper studies brand-extension feedback effects from India to address the paucity of extension-feedback research from the subcontinent. A model from literature was developed and tested on a sample of students in the capital city; it fitted the data well and four out of the six hypotheses were supported. Fit had the strongest effect on feedback followed by initial parent-brand attitude. Overall, the study advances the knowledge on brand-extension feedback effects.
Original languageEnglish
Title of host publication3Rs reputation, responsibility, relevance
EditorsMaree Thyne, Kenneth R Deans, Juergen Gnoth
Pages1734-1740
Number of pages7
ISBN (Electronic)9781877156280
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia
Duration: 05 Dec 200607 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy (ANZMAC) Conference
Country/TerritoryAustralia
Period05/12/0607/12/06

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