The effect of service brand extensions on corporate image: An empirical model

摘要: Purpose – The main objective of this study is to analyse the influence that service brand extensions have on corporate image.Design/methodology/approach After reviewing previous literature, a model proposed and tested shows how extending services affects overall image. Statistical analysis data from market survey involving actual brands hypothetical was undertaken. Structural equation modelling methodology employed.Findings It found extent perceived fit between extension influences quality extension, which in turn image, especially for originally had highly rated images.Research limitations/implications Given done with extensions, not real situation.Practical implications results offer important implications, both academics manag...