Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 15 of 15 for “"brand extension"”.
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Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension
Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand …
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The Impact of Brand Equity on Luxury Horizontal Brand Extension
… industry reveals that many companies are using brand extension strategies to leverage their assets among competitors. Despite the popularity of the luxury brand extensions, limited research has been conducted to determine its effectiveness. This study proposed the framework that has merit in …
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Evaluating an androgynous brand extension: the gender identity/ gendered brand relationship and influencing factors
… more favourable behavioural outcomes towards brands that possess similar images or identities to their own. Further, contemporary consumers express their identities via their brand choices. Thus, there is a strong implication that introducing an androgynous brand could prove to be a lucrative …
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The role of brand trust within related and unrelated brand extension activities : a consumer perspective
The research examines the structure of consumer-brand `trust', and the concept's role within brand extension evaluation decisions, an association largely neglected within existing consumer brand extension literature. A review of the literature, which covered the interpersonal relations, psychology, …
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The effect of vertical extensions on the evaluation of the brand extension and the original brand name
… study was to examine the effects on the original brand name image and that of the extension when a vertical extension of the brand is introduced. Three variables were examined in the context of step-up and step-down extensions to determine their effect on the evaluation of the core brand and …
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Hungry for More? An Analysis of Bon Appétit’s Digital Brand Extension Strategies and their Potential Uses and Gratifications
… to shine a spotlight on one successful magazine brand and its attempts to navigate the digital revolution while also maintaining a successful magazine. Through a systematic descriptive analysis of communication strategies, a case analysis of Bon Appétit magazine is the focus of this thesis. …
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Brand as an Indicator of Rate Potential
… hotel because of the difference in amenities. Brand, however, has not been studied as an indicator of rate potential for these select service hotels in respect to their relationship with their parent brand. Holiday Inn Express, the select service brand extension of Holiday Inn, is a highly …
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Brand extensions into the hospitality industry by luxury fashion labels and national identity: the cases of Hotel Missoni Edinburgh and Maison Moschino
… is closely intertwined with the phenomenon of brand extension. Italian labels have been particularly active in this regard, consistently associating their name with a variety of products and extending into sectors that are sometimes rather distant from the core where they operate, like in the …
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Consumer evaluations of brand extensions in emerging economies : evidences from China
… how consumers in emerging economies evaluate brand extension by using China as a case. Two separate but related studies were conducted, and university students were used as respondents in both the studies. Study one or replication study tested Aaker and Keller's brand extension model in China. …
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The Moderating Effects of Consumers’ Awareness of a Parent Lodging Company’s Ownership of a Luxury Hotel Brand on Consumers’ Overall Attitude
Acquiring an upward brand extension in a luxury market creates a dilemma for a functional-oriented parent company to express this ownership due to the renowned brand image of the luxury hotel. The purpose of this study is to identify the moderating effects of consumers’ awareness of a functional …
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Customer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand
… competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension). This thesis …
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Relying on brand equity: insights from consumer evaluation processes
This dissertation questioned whether the brand's equity can influence consumer evaluations, explored the formation of beliefs about brand extensions and accessed the relative extension effects of brand information. A series of three experiments explored: consumers’ schema activation process; the …
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Branding in the promotion of healthy movement behaviours
… and health resources or products with strong brands can augment interventions encouraging people to move more, sit less, and sleep better. This manuscript-based dissertation is composed of four studies that were designed with the purpose of enhancing our understanding of what makes a strong …
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Optimising Brand Equity and Marketing Performance with Implications in Building and Evaluating A Premium Profit Brand Valuation Model
Brand equity is one of the most intangible and valuable asset for organisations as discussed within the marketing and accounting literature. Though practitioners are aware of the growing importance of brand equity in their organisations, they are seen to be reserved in their usage of brand …