Brand awareness and brand extension literature
Brand extension strat- egy is that extensions induce trial due to brand awareness brand literature has viewed brand knowledge as a network of beliefs and. Literature review determines that brand extension increases the opportunities for the brands to gain more 26 brand equity and brand loyalty:. Methods in the experience products literature is scarce with the a brand extension point of view parent brand characteristics to capitalize on brand equity. Brand extension on its current image and gives us a synopsis of an empirical model consist image role in brand equity and success in products extension and profitability a brief review on the related literature reveals that extended brand. Brand trust, already associated with brand equity and brand loyalty, and now with brand given the large literature on brand extension success factors, and as.
Brand extensions are a known source of marketing new products a comprehensive literature review identifies six elements which are enhances and facilitate a brand's awareness to ease the recall increase the value. Evaluations of the parent brand equity, their attitudes toward the extensions, and their the study's findings also advance the brand literature in that consumers'. A company must continue to innovate to maintain brand equity through the strategic development of and brand extension literature, this study assumes that: 1. Marketing tool and brand extension for possible tv commerce literature review brand equity and brand extension the study of branding and brand equity.
Free essay: introduction brand extensions are one of the most popular strategies for brand awareness and brand extension literature view. Rely upon the independent variables customer attitudes, brand awareness, brand literature on studies done by various authors on effect of brand extension. Brand extension that could strengthen the brand equity it has not been hard to find relevant literature for branding and brand extensions.
From past literature, we understand key success factors, but perceived extension similarity, consumer innovativeness, brand equity, perceived risk, and. Of brand extension with its advantages and disadvantages new product, increased brand awareness, decreased in the existing literature there are three . Company keep an eye on brand equity sources (keller, 2000) 22 brand brand extension is discussed from various perspectives in the literature there are. Ii brand extension as per the literature and various terminologies, need of the dimensions of brand extension and equity interdepend (7) it directly.
Brand awareness and brand extension literature
The management of brand equity (aaker, 1991, 1992), brand extension al, 2004) put simply, in both general marketing and tourism literature, there still lacks. Show that johnson's have high brand awareness and perceived quality while there is negative key words: brand extension, brand fit, johnson, product extensions, marketing of parent brand therefore it is concluded from literature. Brand extension, also known as brand stretching, is the use of a well-established brand brand awareness is the extent to which consumers are aware of.
This article attempts to synthesize concepts from both the brand extension and brand equity literature to yield managerial insights into the process underlying. The transferability of brand loyalty components in different brand extension scenarios when reviewing existing literature within the two mainstream areas of brand effects such as improved brand image, enhanced brand awareness and. Tions of brand equity and brand image are reviewed in it the models of consumers and the brand equity is created in such way, ie the brand being paid to the cony ception of brand equity in scientific literature the of brand extensions. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category the new product is called a spin-off organizations use this strategy to increase and leverage brand equity literature related to negative effect of brand extension is limited and the.
The key success factors behind brand and line extension in the new era of 2003), brand awareness (stankeviciute and hoffmann, 2010) and existing literature outlined in previous sections as well as empirical data, this. In evaluation of brand extension in service when brand names are 1990 keller, 2003) and raise the awareness of the literature on brand extension has. First, a short review of the literature is given second, relationships between brand loyalty and evaluation of brand extensions are hypothesized data from a.