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- W2066993162 abstract "Purpose – This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of reciprocal spillover effects for both strategies.Design/methodology/approach – Empirical survey data are analyzed through a series of standard and hierarchical multiple regressions. Different combinations of online brands, product categories and offline brands are studied.Findings – The main results indicate that: the attitude towards the new product is determined by fit and by the functional offline brand image for alliances, while it is determined by fit and by the emotional and commitment dimensions of online brand image for extensions. Moreover, the online brand image is more vulnerable in brand alliances than in extensions.Research limitations/implications – This work shows the applicability of commonly used theories in brand extensions and alliances to the online‐offline market expansion. Moreover, these theories all..." @default.
- W2066993162 created "2016-06-24" @default.
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- W2066993162 date "2011-03-29" @default.
- W2066993162 modified "2023-10-01" @default.
- W2066993162 title "Expansion strategies for online brands going offline" @default.
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- W2066993162 doi "https://doi.org/10.1108/02634501111117629" @default.
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