The importance of brand-specific associations in brand extension: further empirical results

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aut.researcherGlynn, Mark Selwyn
dc.contributor.authorGlynn, MS
dc.contributor.authorBrodie, RJ
dc.date.accessioned2011-09-12T23:54:56Z
dc.date.accessioned2011-09-12T23:55:39Z
dc.date.available2011-09-12T23:54:56Z
dc.date.available2011-09-12T23:55:39Z
dc.date.copyright1998
dc.date.issued1998
dc.description.abstractThis 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.
dc.identifier.citationJournal of Product and Brand Management, vol.7(6), pp.509 - 518
dc.identifier.doi10.1108/10610429810244675
dc.identifier.urihttps://hdl.handle.net/10292/2060
dc.publisherEmerald Group Publishing Limited
dc.relation.replaceshttp://hdl.handle.net/10292/2059
dc.relation.replaces10292/2059
dc.relation.urihttp://dx.doi.org/10.1108/10610429810244675
dc.rights© 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).
dc.rights.accessrightsOpenAccess
dc.titleThe importance of brand-specific associations in brand extension: further empirical results
dc.typeJournal Article
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
pubs.organisational-data/AUT/PBRF Researchers
pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers
pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers/B & L Marketing & Advertising
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