Matches in SemOpenAlex for { <https://semopenalex.org/work/W748396814> ?p ?o ?g. }
Showing items 1 to 79 of
79
with 100 items per page.
- W748396814 abstract "This project explored 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. Assuming similar methods to Aaker and Keller's, six well-recognised brands were chosen as parent brand and each was extended to three product categories. Totally, 469 respondents completed the survey questionnaire. As each was to evaluate six extensions, this made the cases 2814. The data was analysed using Optimal Least Square regression approach and residual centred approach respectively. The result confirmed most of the findings observed in developed countries. Specifically, consumer's attitude towards the extension is primarily driven by the brand affect, the fit between the two product categories, the difficulty of making the extension and moderated via the interactions between the brand affect and the fit variables. Study two refined and extended Aaker and Keller's model by adding new variables and making methodological adjustments. The same stimuli and data analysis techniques as those in the replication were employed. 252 respondents participated in the survey and each evaluated six extensions, making cases 1512. In addition to re-verifying the findings of the replication and providing cross validation to these findings, the extended study found that the image consistency between the parent brand and the extension, the competition intensity of the extension product market were important in determining the success of the extension. Further, consumer differed in evaluating durable extensions and non-durable extensions. The thesis detailed the two studies above, and discussed the findings and their implications by relating to branding literature, to the general situation of the emerging economies as well as the reality of China. It also presented the limitations of the research and the future research directions." @default.
- W748396814 created "2016-06-24" @default.
- W748396814 creator A5086452435 @default.
- W748396814 date "1999-08-01" @default.
- W748396814 modified "2023-09-24" @default.
- W748396814 title "Consumer evaluations of brand extensions in emerging economies : evidences from China" @default.
- W748396814 hasPublicationYear "1999" @default.
- W748396814 type Work @default.
- W748396814 sameAs 748396814 @default.
- W748396814 citedByCount "0" @default.
- W748396814 crossrefType "dissertation" @default.
- W748396814 hasAuthorship W748396814A5086452435 @default.
- W748396814 hasConcept C105795698 @default.
- W748396814 hasConcept C112698675 @default.
- W748396814 hasConcept C12590798 @default.
- W748396814 hasConcept C144133560 @default.
- W748396814 hasConcept C152455256 @default.
- W748396814 hasConcept C15744967 @default.
- W748396814 hasConcept C162853370 @default.
- W748396814 hasConcept C17744445 @default.
- W748396814 hasConcept C191935318 @default.
- W748396814 hasConcept C199360897 @default.
- W748396814 hasConcept C199539241 @default.
- W748396814 hasConcept C2524010 @default.
- W748396814 hasConcept C2776035688 @default.
- W748396814 hasConcept C2776436953 @default.
- W748396814 hasConcept C2778029271 @default.
- W748396814 hasConcept C33923547 @default.
- W748396814 hasConcept C41008148 @default.
- W748396814 hasConcept C46312422 @default.
- W748396814 hasConcept C71508700 @default.
- W748396814 hasConcept C90673727 @default.
- W748396814 hasConceptScore W748396814C105795698 @default.
- W748396814 hasConceptScore W748396814C112698675 @default.
- W748396814 hasConceptScore W748396814C12590798 @default.
- W748396814 hasConceptScore W748396814C144133560 @default.
- W748396814 hasConceptScore W748396814C152455256 @default.
- W748396814 hasConceptScore W748396814C15744967 @default.
- W748396814 hasConceptScore W748396814C162853370 @default.
- W748396814 hasConceptScore W748396814C17744445 @default.
- W748396814 hasConceptScore W748396814C191935318 @default.
- W748396814 hasConceptScore W748396814C199360897 @default.
- W748396814 hasConceptScore W748396814C199539241 @default.
- W748396814 hasConceptScore W748396814C2524010 @default.
- W748396814 hasConceptScore W748396814C2776035688 @default.
- W748396814 hasConceptScore W748396814C2776436953 @default.
- W748396814 hasConceptScore W748396814C2778029271 @default.
- W748396814 hasConceptScore W748396814C33923547 @default.
- W748396814 hasConceptScore W748396814C41008148 @default.
- W748396814 hasConceptScore W748396814C46312422 @default.
- W748396814 hasConceptScore W748396814C71508700 @default.
- W748396814 hasConceptScore W748396814C90673727 @default.
- W748396814 hasLocation W7483968141 @default.
- W748396814 hasOpenAccess W748396814 @default.
- W748396814 hasPrimaryLocation W7483968141 @default.
- W748396814 hasRelatedWork W1541988838 @default.
- W748396814 hasRelatedWork W1981161668 @default.
- W748396814 hasRelatedWork W2013107742 @default.
- W748396814 hasRelatedWork W2023881550 @default.
- W748396814 hasRelatedWork W2060056807 @default.
- W748396814 hasRelatedWork W2065368432 @default.
- W748396814 hasRelatedWork W2080788535 @default.
- W748396814 hasRelatedWork W2149403264 @default.
- W748396814 hasRelatedWork W2150217614 @default.
- W748396814 hasRelatedWork W2188333328 @default.
- W748396814 hasRelatedWork W2242559066 @default.
- W748396814 hasRelatedWork W2346602640 @default.
- W748396814 hasRelatedWork W234983287 @default.
- W748396814 hasRelatedWork W2490273905 @default.
- W748396814 hasRelatedWork W2557227150 @default.
- W748396814 hasRelatedWork W2600547697 @default.
- W748396814 hasRelatedWork W2975158623 @default.
- W748396814 hasRelatedWork W2995597805 @default.
- W748396814 hasRelatedWork W3161943430 @default.
- W748396814 hasRelatedWork W2090164603 @default.
- W748396814 isParatext "false" @default.
- W748396814 isRetracted "false" @default.
- W748396814 magId "748396814" @default.
- W748396814 workType "dissertation" @default.