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Consumer evaluations of extensions and their effects on the core brand: Key issues and research propositions

Ian Grime (Business School, Loughborough University, Loughborough, UK)
Adamantios Diamantopoulos (Business School, Loughborough University, Loughborough, UK)
Gareth Smith (Business School, Loughborough University, Loughborough, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 December 2002

12281

Abstract

Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The latter shows that extension and core brand evaluations are affected by consumer perceptions of fit. Moderating factors that influence the relationship between fit and consumer evaluations of the extension and the core brand are also identified. The framework is subsequently used to develop concrete research propositions to guide further research in the area.

Keywords

Citation

Grime, I., Diamantopoulos, A. and Smith, G. (2002), "Consumer evaluations of extensions and their effects on the core brand: Key issues and research propositions", European Journal of Marketing, Vol. 36 No. 11/12, pp. 1415-1438. https://doi.org/10.1108/03090560210445245

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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