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Consumer Evaluation of Brand Extensions: Good to Service and Service to Good · Study

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ArticleConsumer Evaluation of Brand Extensions: Good to Service and Service to Good

Jayasankar Ramanathan2013

Article2013

Consumer Evaluation of Brand Extensions: Good to Service and Service to Good

Jayasankar Ramanathan

5 citations·0/0 files stored·Vikalpa The Journal for Decision Makers

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Keywords KeywordsBrand Extension, Loyalty Proneness, Brand Consciousness, Consumer Attitude, Goods and Services

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1990Consumer Evaluations of Brand Extensions 1985Problems and Strategies in Services Marketing 1983Classifying Services to Gain Strategic Marketing Insights 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1992The Effects of Sequential Introduction of Brand Extensions 2004Whither Services Marketing?1986A Methodology for Profiling Consumers' Decision‐Making Styles

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2015Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to servicesarticle · 29 shared references 2014Brand extension evaluation: real world and virtual worldarticle · 23 shared references 2009Brand Extension Effects on Brand Equity: A Cross-National Studyarticle · 20 shared references 2012The Impact of Brand Positivity on the Relationship Between Corporate Image and Consumers’ Attitudes Toward Brand Extension in Service Businessesarticle · 19 shared references 2009Factores clave en la formación de la actitud del consumidor hacia las extensiones de marcaarticle · 18 shared references 2009Brand extension strategies: perceived fit, brand type, and culture influencesarticle · 17 shared references

Details

Year2013

Typearticle

Published2013-04-01

VenueVikalpa The Journal for Decision Makers

ISSN-L0256-0909

Languageen

Citations5

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1177/0256090920130207

openalex_workW2602275970

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