Modeling the brand extensions' influence on brand image
作者： Eva Martínez Salinas , José Miguel Pina Pérez
DOI: 10.1016/J.JBUSRES.2008.01.006
关键词: Consumer behaviour 、 Psychology 、 Affect (psychology) 、 Brand extension 、 Brand awareness 、 Corporate branding 、 New product development 、 Advertising 、 Brand equity 、 Brand management 、 Marketing
摘要: … The model stems from initial brand image and … until a brand extension gives rise to a new brand image. The first variable to consider is thus initial brand image, which symbolizes brand …
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