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Brand Extension Strategy

 
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MessagePosté le: Dim 9 Juil - 10:09 (2017)    Sujet du message: Brand Extension Strategy Répondre en citant


Brand Extension Strategy
by Harleen Kaur
rating: ( reviews)


->>>DOWNLOAD BOOK Brand Extension Strategy
->>>ONLINE BOOK Brand Extension Strategy


This book is based on my doctoral research, undertaken at Faculty of Management Studies, University of Delhi, India. This book builds upon a seminal work in brand extension model, that has been tested and compared across countries, by applying it to the Indian CPG segment. A more comprehensive and elaborate model is also proposed and tested for better understanding of the consumers’ evaluation of brand extension. This model involved statistical extensions of the previous model, using hierarchical regression including residual centering interaction terms. A key outcome that emerged from the collected data and its analysis is that advertisements which highlight the features of the extension brand are more suitable for it as compared to advertisements trying to build some sort of relationship between parent brand and its extension. Several other interesting results coming out of the study are also discussed in the book that have strong managerial implications for the brand managers as well as research scholars.


Details:
rank:
price: $49.60
bound: 192 pages
publisher: LAP LAMBERT Academic Publishing (February 27, 2017)
lang: English
asin:
isbn: 3659972282, 978-3659972287,
weight: 11.8 ounces (
filesize:



Brand Extension Strategy Harleen Kaur
Brand Extension Strategy ios access how download information online

Tags: book docs, book read online, book RapidShare, book for Windows Phone, book get pdf, book read, free epub, link without registering selling online ebook, book online, book without payment, read store amazon sale mobile



Remove,,,and,,,reorder,,,chapters,,,and,,,lessons,,,at,,,any,,,timeAnyone,,can,,earn,,credit-by-exam,,regardless,,of,,age,,or,,education,,level(Eds),,,,,Marketing,,,,for,,,,Expanding,,,,Europe,,,,,Proceedings,,,,of,,,,25th,,,,Annual,,,,Conference,,,,of,,,,European,,,,Marketing,,,,Academy,,,,,pp(1999),,,"Signalling,,unobservable,,product,,quality,,through,,a,,brand,,ally",,,Journal,,of,,Marketing,,Research,,,36(2),,,pp.25868Another,,,method,,,is,,,to,,,leverage,,,a,,,brand's,,,reputation,,,to,,,move,,,into,,,new,,,product,,,categories,,,such,,,as,,,a,,,car,,,company,,,known,,,for,,,its,,,engineering,,,prowess,,,starting,,,a,,,motorcycle,,,division,,,and,,,selling,,,those,,,motorcycles,,,based,,,on,,,superior,,,engineering,,,qualitiesContents,,,1,,,Types,,,2,,,Categorization,,,theory,,,3,,,Failure,,,4,,,Brand,,,equity,,,5,,,See,,,also,,,6,,,Notes,,,and,,,references,,,7,,,Further,,,reading,,,Why,,not,,perfume?,,The,,problem,,was,,that,,consumers,,did,,not,,associate,,this,,brand,,with,,a,,good,,smell

(2006),,,,"Flutes,,,and,,,Suits:,,,The,,,Case,,,against,,,Veuve,,,Cliquot,,,Ponsardin,,,and,,,Its,,,Claim,,,to,,,Brand,,,Extension,,,",,,,University,,,of,,,Toronto,,,Faculty,,,of,,,Law,,,Review,,,,64,,,,pp.129164The,,,moderating,,,variable,,,is,,,a,,,useful,,,indication,,,to,,,evaluate,,,consumer,,,evaluation,,,of,,,brand,,,extension1-10Army,,,and,,,Wyndham,,,Worldwide,,,are,,,some,,,of,,,the,,,organizations,,,that,,,have,,,turned,,,to,,,The,,,Blake,,,Project,,,for,,,help,,,in,,,meeting,,,learning,,,objectivesand,,Joiner,,,CBrand,,,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,,,categoryBrand,,,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

Brand,,,extension,,,research,,,mainly,,,focuses,,,on,,,consumer,,,evaluation,,,of,,,extension,,,and,,,attitude,,,toward,,,the,,,parent,,,brandTaco,,Bell,,salsa,,-,,Taco,,Bell,,is,,famous,,for,,offering,,Mexican,,foodIn,,the,,1990s,,,81,,percent,,of,,new,,products,,used,,brand,,extension,,to,,introduce,,new,,brands,,and,,to,,create,,sales.[1],,Launching,,a,,new,,product,,is,,not,,only,,time-consuming,,but,,also,,needs,,a,,big,,budget,,to,,create,,brand,,awareness,,and,,to,,promote,,a,,product's,,benefits.[2],,Brand,,extension,,is,,one,,of,,the,,new,,product,,development,,strategies,,which,,can,,reduce,,financial,,risk,,by,,using,,the,,parent,,brand,,name,,to,,enhance,,consumers',,perception,,due,,to,,the,,core,,brand,,equity.[3][4]In,,,,addition,,,,,Martinez,,,,and,,,,de,,,,Chernatony,,,,(2004)[29],,,,classify,,,,the,,,,brand,,,,image,,,,in,,,,two,,,,types:,,,,the,,,,general,,,,brand,,,,image,,,,and,,,,the,,,,product,,,,brand,,,,imageIntegrated,,Marketing,,Communications"Building,,customer-based,,brand,,equity"^,,,,Sheinin,,,,,D.AGo,,,to,,,Marketing,,,Philosophies,,,and,,,Ethics:,,,Help,,,and,,,Review,,,Ch,,,25

^,,,Chen,,,and,,,Liu,,,2004New,,,York:,,,McGraw-Hill,,,Book,,,CompanyIn,,,the,,,1990s,,,,81,,,percent,,,of,,,new,,,products,,,used,,,brand,,,extension,,,to,,,introduce,,,new,,,brands,,,and,,,to,,,create,,,sales.[1],,,Launching,,,a,,,new,,,product,,,is,,,not,,,only,,,time-consuming,,,but,,,also,,,needs,,,a,,,big,,,budget,,,to,,,create,,,brand,,,awareness,,,and,,,to,,,promote,,,a,,,product's,,,benefits.[2],,,Brand,,,extension,,,is,,,one,,,of,,,the,,,new,,,product,,,development,,,strategies,,,which,,,can,,,reduce,,,financial,,,risk,,,by,,,using,,,the,,,parent,,,brand,,,name,,,to,,,enhance,,,consumers',,,perception,,,due,,,to,,,the,,,core,,,brand,,,equity.[3][4]Organize:,,,Create,,,chapters,,,to,,,group,,,lesson,,,within,,,your,,,course185-93Read,,,More,,,Email,,,this,,,Share,,,on,,,Facebook,,,Tweet,,,This!,,,AddThis!,,,Book,,,a,,,Speaker,,,Brand,,,Extension,,,April,,,18th,,,,2012,,,Brand,,,Extension:,,,Friend,,,And,,,Foe,,,Of,,,Strong,,,Brands,,,By,,,Nigel,,,Hollis,,,Brand,,,extension,,,is,,,the,,,way,,,to,,,get,,,the,,,best,,,financial,,,return,,,out,,,of,,,a,,,strong,,,brandMcWilliam,,,G 5d8a9798ff



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