FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W2011774764> ?p ?o ?g. }

• W2011774764 endingPage "403" @default.
• W2011774764 startingPage "394" @default.
• W2011774764 abstract "Purpose The purpose of this paper is to understand how companies can leverage brand image through brand extensions without harming their image. It specifically seeks to analyse the influence of three variables: communication policy, brand breadth and extension‐brand fit. Design/methodology/approach Data were obtained from 599 individuals who took part in an experiment. The proposed hypotheses were tested by means of ANOVA methodology. Findings The results show that brand extensions far from the current markets damage the brand associations, although the use of advertising focused on the new product can reduce this negative effect. Moreover, feedback effects are less negative when the brand has not been over‐extended in the past. Research limitations/implications With the aim of increasing the external validity of results, non‐fictitious products and ads should be analysed. Moreover, the conceptual framework does not consider other communication tools like sponsorship or publicity. Practical implications The results suggest how to manage the launching of brand extensions in order to protect the extended brand image. It shows what kind of advertising is more appropriate for marketing extensions as well as role of brand breadth and perceived fit. Originality/value The paper examines the effect of different strategies in the consumer response toward extended brands. It focuses on variables that can be controlled by companies." @default.
• W2011774764 created "2016-06-24" @default.
• W2011774764 creator A5021958713 @default.
• W2011774764 creator A5032962962 @default.
• W2011774764 date "2009-09-18" @default.
• W2011774764 modified "2023-10-13" @default.
• W2011774764 title "Extending the brand: controllable drivers of feedback effects" @default.
• W2011774764 cites W144151813 @default.
• W2011774764 cites W1600280887 @default.
• W2011774764 cites W1970964285 @default.
• W2011774764 cites W1981536927 @default.
• W2011774764 cites W1983279047 @default.
• W2011774764 cites W1987715185 @default.
• W2011774764 cites W1988447536 @default.
• W2011774764 cites W1991748742 @default.
• W2011774764 cites W2005424461 @default.
• W2011774764 cites W2007098372 @default.
• W2011774764 cites W2008371303 @default.
• W2011774764 cites W2008568043 @default.
• W2011774764 cites W2018888731 @default.
• W2011774764 cites W2023599320 @default.
• W2011774764 cites W2027616536 @default.
• W2011774764 cites W2031549459 @default.
• W2011774764 cites W2039839947 @default.
• W2011774764 cites W2039872937 @default.
• W2011774764 cites W2040346823 @default.
• W2011774764 cites W2051381704 @default.
• W2011774764 cites W2052211341 @default.
• W2011774764 cites W2055517406 @default.
• W2011774764 cites W2062912008 @default.
• W2011774764 cites W2064364587 @default.
• W2011774764 cites W2066472665 @default.
• W2011774764 cites W2067048344 @default.
• W2011774764 cites W2094376507 @default.
• W2011774764 cites W2095119641 @default.
• W2011774764 cites W2095356193 @default.
• W2011774764 cites W2106875770 @default.
• W2011774764 cites W2136020211 @default.
• W2011774764 cites W2147497554 @default.
• W2011774764 cites W2154611637 @default.
• W2011774764 cites W2163000154 @default.
• W2011774764 cites W2240345037 @default.
• W2011774764 cites W2314273588 @default.
• W2011774764 cites W2321286446 @default.
• W2011774764 cites W2327973342 @default.
• W2011774764 cites W3124034326 @default.
• W2011774764 cites W4236313314 @default.
• W2011774764 cites W4241244867 @default.
• W2011774764 cites W4376595485 @default.
• W2011774764 doi "https://doi.org/10.1108/10610420910989712" @default.
• W2011774764 hasPublicationYear "2009" @default.
• W2011774764 type Work @default.
• W2011774764 sameAs 2011774764 @default.
• W2011774764 citedByCount "15" @default.
• W2011774764 countsByYear W20117747642012 @default.
• W2011774764 countsByYear W20117747642013 @default.
• W2011774764 countsByYear W20117747642014 @default.
• W2011774764 countsByYear W20117747642015 @default.
• W2011774764 countsByYear W20117747642017 @default.
• W2011774764 countsByYear W20117747642018 @default.
• W2011774764 countsByYear W20117747642020 @default.
• W2011774764 countsByYear W20117747642021 @default.
• W2011774764 countsByYear W20117747642022 @default.
• W2011774764 crossrefType "journal-article" @default.
• W2011774764 hasAuthorship W2011774764A5021958713 @default.
• W2011774764 hasAuthorship W2011774764A5032962962 @default.
• W2011774764 hasConcept C10138342 @default.
• W2011774764 hasConcept C11012388 @default.
• W2011774764 hasConcept C112698675 @default.
• W2011774764 hasConcept C119857082 @default.
• W2011774764 hasConcept C13606891 @default.
• W2011774764 hasConcept C14224292 @default.
• W2011774764 hasConcept C144024400 @default.
• W2011774764 hasConcept C144133560 @default.
• W2011774764 hasConcept C152455256 @default.
• W2011774764 hasConcept C153083717 @default.
• W2011774764 hasConcept C15744967 @default.
• W2011774764 hasConcept C162853370 @default.
• W2011774764 hasConcept C182306322 @default.
• W2011774764 hasConcept C205971072 @default.
• W2011774764 hasConcept C2524010 @default.
• W2011774764 hasConcept C2776003135 @default.
• W2011774764 hasConcept C2776291640 @default.
• W2011774764 hasConcept C2776950860 @default.
• W2011774764 hasConcept C33923547 @default.
• W2011774764 hasConcept C36289849 @default.
• W2011774764 hasConcept C41008148 @default.
• W2011774764 hasConcept C57375061 @default.
• W2011774764 hasConcept C71508700 @default.
• W2011774764 hasConcept C77088390 @default.
• W2011774764 hasConcept C77805123 @default.
• W2011774764 hasConcept C90673727 @default.
• W2011774764 hasConceptScore W2011774764C10138342 @default.
• W2011774764 hasConceptScore W2011774764C11012388 @default.
• W2011774764 hasConceptScore W2011774764C112698675 @default.
• W2011774764 hasConceptScore W2011774764C119857082 @default.
• W2011774764 hasConceptScore W2011774764C13606891 @default.
• W2011774764 hasConceptScore W2011774764C14224292 @default.

• next