Effect of Brand Extension on Brand Image: a Study in the Brazilian Context
The article investigates the consequences of brand extension in the Brazilian context, analyzing how the variables relating to the parent brand (quality, similarity of categories, familiarity and customer attitude) influence brand image after extension, and the variation in customer’s interest in the original product category, before and after extension. Four hypotheses were tested through regression equations and two through mean comparisons. Results confirmed that the effects of the extension strategy occurs regardless of the product category under study and type of extension. Also, customer’s interest in the original product category proved to be affected negatively after extension.
Priscila Serrao and Delane Botelho (2008) ,"Effect of Brand Extension on Brand Image: a Study in the Brazilian Context", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 22-27.
Priscila Serrao, EBAPE-FGV, Brazil
Delane Botelho, EBAPE-FGV, Brazil
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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