The importance of brand-specific associations in brand extension: further empirical results
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Emerald Group Publishing Limited
Abstract
This paper reports a replication of Broniarczyk and Alba’s study on the influence of brand-specific associations on brand extensions. The results broadly support the original study showing brand-specific associations (attributes which differentiate a brand from the competition) can dominate the effects of the parent brand to the point where they reverse extension evaluations. Thus the study provides further evidence to challenge the commonly held assumption that the effect associated with the original brand name and product category is automatically transferred to the brand extension.Description
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Journal of Product and Brand Management, vol.7(6), pp.509 - 518
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© Emerald Group Publishing Limited, 1998. Authors retain the right to place his/her publication version of the work on a personal website or institutional repository for non commercial purposes. The definitive version was published in (see Citation). The original publication is available at www.emeraldinsight.com (see Publisher’s Version).