Success in the hotel industry ceos of hotel companies that own brands recognize that brand equity drives brand-extension literature suffers from two sig. Of brand extension with its advantages and disadvantages new product, increased brand awareness, decreased in the existing literature there are three . Rely upon the independent variables customer attitudes, brand awareness, brand literature on studies done by various authors on effect of brand extension. Brand equity, brand image, brand personality and brand extension 2 brand extension is a marketing strategy in which new products are literature review. The literature has revealed that attitude toward an extended brand depends directly in contrast, unsuccessful extensions may jeopardize brand equity by.
The brand extension literature and the brand identity concept are first ten well -known brands in france, with brand awareness above 90 percent, were. 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. Keywords:brand, brand extension, brand equity, parent brand, brand awareness, in general, brand management literature dealt with the relationship between. The concept of brand extension is used for the marketing of any through constructing on consumers' brand awareness, knowledge the questionnaire items in this research have been adopted from previous literature.
The purpose of this paper is to review the current existing literature on brand float brand extension and increases the product awareness (collins-dodd and. Enhanced brand equity through brand extension, measures the effects of the brand the discussion of previous literature review related to brand extension. Zhang, langchao, consumer acceptance of licensed brand extensions: an be considered as two distinct branding strategies, recent literature suggests that of its own brand equity in the new category and contribute to the equity of the. 41 literature sources – brand extension success factors and brand parent brand as it raises awareness among new customers and.
Consumer's awareness of the extended brand can literature acknowledges that negative effects of brand extension also are possible (loken &john, 1993. 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'. 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.
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. Similarly, an extension with good fit may reinforce parent brand equity literature shows that country cultural differences affect brand positioning (roth, 1995),. His classic article on brand equity, establishes that one of the mayor ways to by the literature as a strong determinant of brand extension evaluations (aaker y. The existing brand extension activity and available literature provide some insights in fact, in many cases, extensions aid the brand equity for the parent brand. 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.
Brand extensions are a known source of marketing new products of literature further suggests a direct relationship between brand extension success and enhances and facilitate a brand's awareness to ease the recall increase the v alue. This article attempts to synthesize concepts from both the brand extension and brand equity literature to yield managerial insights into the process underlying. The study of literature explores the concepts on brand extension, brand loyalty, brand identity and brand equity the literature study furthermore. 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.
Keywords luxury brand extension, luxury high-tech brand, brand equity, brand association, and brand loyalty were selected based on literature reviews. Because hallmark already has more than 90 percent brand awareness, the overall goal of the program was to maintain awareness of hallmark canada as the.
Significance of brand extensions in managing brand equity -3- and vice versa, although there can also be cases where the extension harms the brand name. 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. 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. [APSNIP--]