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Exploring the impact of product category risk and consumer knowledge in brand extensions
被引：0
作者：
K Grønhaug
L Hem
R Lines
机构：
[1] Norwegian School of Economics and Business Administration,
关键词：
brand;
valuation;
equity;
electronic;
management;
e-branding;
e-tailing;
management;
international;
Internet;
marketing;
measurement;
personality;
consumers;
advertising;
fast moving;
consumer goods;
FMCG;
brand-building;
strategy;
D O I：
10.1057/palgrave.bm.2540093
中图分类号：
学科分类号：
摘要：
This paper examines the impact of product category risk and consumer knowledge on brand extensions. In addition, the impact of similarity and brand reputation is replicated in a new (Scandinavian) setting. In a quasi-experimental study including three hypothetical brand extensions, it was found that evaluations of brand extensions co-vary positively with perceived similarity to, and reputation of, the parent brand. The reported findings also indicate that a firm may benefit from its recognised brand when the perceived risk in the product category extended into is high.
引用
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页码：463 / 476
页数：13
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