Interpreting cross-cultural replications of brand extension research

Article Abstract:

A study was conducted to evaluate earlier research on brand extensions. Results show that brand extensions remain a function of perceived brand core quality, different types of perceived fit between two product categories and difficulty in creating the product extension. However, minimal support was obtained for the conclusion that extension evaluations are influenced by interaction between core brand perceived quality and extension fit and difficulty in extension product making.

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A dialogue on momentum accounting for brand management

Article Abstract:

A study was conducted to evaluate a brand accounting system. The study focuses on the momentum accounting system for brand management. It is shown that such accounting systems provide assistance in internal resource allocation between existing and start-up brands, in brand performance tracking, and in analysis of competition among multiple brands. In addition, momentum accounting considers marketing, competitive and environmental factors which affect brand sales.

Methods, Accounting and auditing, Accounting, Interview, Brand name products, Brand names

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The impact of congruity between brand name and country of production on consumers' product quality judgments

Article Abstract:

An alternative theory for the observed interaction between country of production (COP) and brand name is presented. The proposed explanation is derived from brand-COP congruity, which is defined as the equality between the brand's home country and the product's COP. Brand-COP congruity, determined as the strength by which a particular brand is identified with its home country, is hypothesized as a positive factor for consumer product quality judgments.

Marketing Management NEC, Analysis, Marketing management, Marketing research, Consumer preferences, Market research

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