Order of entry and the moderating role of comparison brands in brand extension evaluation

Article Abstract:

The role of order of entry in moderating impact of fit of brand extension evaluation is studied. Late market entry brands benefit from comparison with pioneering brands having a lower fit with the extension category.

Science & research, Research, Market entry, Report

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Effects of prototype and exemplar fit on brand extension evaluations: a two-process contingency model

Article Abstract:

A study on brand extension evaluations using two-process contingency model is examined. The model looks into brand prototype fit and product exemplar fit dimensions.

Analysis

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"My" Brand or "Our" Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations

Article Abstract:

The results of studies on the effect of individual- and group-level connections on consumers' brand loyalty are presented.

Forecasts, trends, outlooks, Turkey, Consumer Behavior, Psychological aspects, Forecasts and trends, Market trend/market analysis, Brand choice, Consumer behaviour

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