In consumer research on brand extension evaluations, it has been established that parent brand attitudes could be transferred to extensions as long as the perceived fit is high between the parent brand and the extension product. Adding to this finding, we examined how parent brand attitudes and incoming attribute information of the extension product affect extension evaluations. Here, we present the long abstract version of our work.
CITATION STYLE
Lee, S., Monroe, K. B., & Rosa, J. A. (2015). Consumer Evaluations of Brand Extensions Positioned by Attribute Information. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 361). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_110
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