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• W2155256156 abstract "An investigation of the effects of consumer evaluations on family brand image, as a result of extension congruity/incongruity and success/failure. All possible combinations of these variables are examined within a broadcaster-branding context (specifically radio and television). Quasi-experimental studies show that program successes and failures cause an enhancement and dilution effect, respectively, to broadcaster brand image, with program sub-brand salience increasing these effects. Congruity/incongruity of program image also produces enhancement and dilution effects in broadcaster brand image, in both ratings of perceived quality and specific brand beliefs. However, a significant interaction effect occurs between program congruity/incongruity and program success/failure only for specific brand beliefs, and not for perceived quality." @default.
• W2155256156 created "2016-06-24" @default.
• W2155256156 creator A5034021572 @default.
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• W2155256156 date "2003-01-01" @default.
• W2155256156 modified "2023-09-26" @default.
• W2155256156 title "The Impact of Extension Success/Failure and Congruity/Incongruity on Family Brand Image: A Broadcaster Branding Context" @default.
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• W2155256156 doi "https://doi.org/10.2139/ssrn.390561" @default.
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