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 13 of 13 for “"brand extensions"”.
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Consumer evaluations of brand extensions in isolated and comparative contexts
… lead to favorable consumer evaluations of extensions has been the important research issue in the area of brand extensions. Prior research findings of brand extensions imply that it is important to consider whether a brand has prior associations by which consumers perceive a fit with an …
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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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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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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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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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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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Line extension versus new brand name introduction: Effects of new products discrepancy and relationship to an existing brand on the information process of new product evaluation
… about ninety percent were introduced as line extensions. About five percent were introduced as brand extensions and only fewer than five percent were introduced with a new brand name. Despite the popular use of line extensions in practice, relatively little academic research has focused on …
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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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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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Building television programme brands in the digital multi-channel world – perspectives of the uk television professionals.
… pioneering study of television programmes from a brand management perspective by bringing together published literature in line with industry perspectives on programme and channel branding in the UK. The research traces the development of broadcast branding from its visual brand image era to …
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The Protection of television formats: intellectual property and market based strategies.
… (production of culture perspective), marketing (brand identity, innovation and extensions) and media economics (distribution dynamics and scale of production). These propositions then are exposed to semi-structured interviews with format sellers at international television trade fairs, as well as …
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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 …