Adoption of new brands from multi-branding firms by Chinese consumers
作者： Junsong Chen , Stanley Paliwoda
关键词: Variety seeking 、 Business 、 Brand extension 、 Corporate branding 、 Consumer knowledge 、 Product (business) 、 Marketing 、 Market segmentation 、 Brand management 、 Advertising 、 Brand equity
摘要: The increasing importance of branding has brought about much academic interest since the early 1980s. So far, however, area where most been achieved is in brand extensions, and achievements other aspects have modest (Barwise 1993). Multi-branding, as a very important strategy, helps company target different market segments, spread risk, meet consumer's need for variety seeking. This paper attempts to explore how consumer knowledge multi-branding company, its product existing brands could be transferred purchase intention company's new brand.
strath.ac.uk
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