Brand Extensions - It's All About Managing Accessibility
We demonstrate that using benefit-based brand extensions and selecting extension categories that can be subsequently subsumed into more abstract categories reduces interference in memory from category associations–allowing for easier retrieval of diagnostic of brand benefit associations.
Citation:
Adrian Peretz and Lars Olsen (2016) ,"Brand Extensions - It's All About Managing Accessibility", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 754-754.
Authors
Adrian Peretz, Kristiania University College, Norway
Lars Olsen, Kristiania University College, Norway
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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