Dissimilar Extensions Effect on Prestige Brand Image

The impact of dissimilar extensions on prestige brands via experiment 2x4 – two brands of clothing and four extensions which varies in similarity from intermediate to weak – tests the dilution effect on parent brand image. Results show stronger brand suffers greater dilution effect, and confirm limits for prestige brands´ extensions.


Theodoro Agostinho Peters (2014) ,"Dissimilar Extensions Effect on Prestige Brand Image", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 805-805.


Theodoro Agostinho Peters, Fei Ignatian Educational Foundation University


NA - Advances in Consumer Research Volume 42 | 2014

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