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- W2472349669 abstract "This paper investigates consumer expectations about the potential success of a proposed brand extension. Initial expectation of success without attribute-specific information forms the foundation of the consumer’s evaluation of the extension. We demonstrate that expectation of success, confidence in the expectation, and likelihood of extension trial vary according to the degree of perceived fit between the core brand and the extension. Principal component analysis reveals that bases of similarity used in assessing category fit can be characterized as manufacturing company features and situational features. Additionally, results show that considerations other than degree of fit influence the formation of initial expectations." @default.
- W2472349669 created "2016-07-22" @default.
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- W2472349669 date "2014-11-06" @default.
- W2472349669 modified "2023-09-27" @default.
- W2472349669 title "The Effect of Perceived Fit on Consumer Expectations of Brand Extension Success" @default.
- W2472349669 doi "https://doi.org/10.1007/978-3-319-13248-8_59" @default.
- W2472349669 hasPublicationYear "2014" @default.
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