Table of contents
The negative impact of brand extensions on parent brand image
Eva Martínez, José M. PinaIn recent years, companies have been using brand extensions as a strategy for launching new products. The reason why this strategy has been popular is the fact that it decreases…
23536
Let’s be strange: brand familiarity and ad‐brand incongruency
Fredrik Lange, Micael DahlénReports on an experimental study where the effects of ad‐brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on…
5839
Communication message strategies for brand extensions
Joo Young KimThis study searches for the communication message strategies for two distinct brand extension types: close and remote brand extensions. An experiment is conducted with four cells…
8379
Lessons from Accenture’s 3Rs: rebranding, restructuring and repositioning
Jack G. KaikatiThis article analyzes Accenture’s reincarnation by pinpointing the main lessons that might be emulated by other companies contemplating going down the three‐pronged road to…
12574
ISSN:
1061-0421e-ISSN:
2054-1643ISSN-L:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou