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The purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension.

The model adopted for the study is based on that developed by Martinez and de Chernatony. A questionnaire consisting of seven constructs (general brand image, product brand image, quality, familiarity, fit, attitude, and demographic characteristics) was administered to 474 respondents. Convenience sampling and face‐to‐face survey methods were used. The brands and extensions used in the study were the same as in the Martinez and de Chernatony study. The difference between these two studies is that, while Martinez and de Chernatony have investigated the effects of brand extension on both general brand image and product brand image, in this study general brand image is examined only before the extensions in order to compare the two brands. The results of the pre‐tests showed that Turkish consumers could not assess the effects of hypothetical extensions on the general brand image. Therefore, as for the effects of brand extensions, only the product brand image after the extension is investigated.

The results show that brand extensions affect the product brand image negatively, whereas the fit between the parent and extension brands decreases the negative effect. The drop of image as a result of extension is greater when the perceived image and quality of the parent brand are higher. Perceived quality of the brand, consumers' brand familiarity, fit perceived by the consumer, consumers' attitudes towards the extension have a positive effect on the product brand image after the extension.

Owing to the sample size and sampling method, the study has its own limitations in terms of external validity. In addition, only two brands and two extensions were tested and the extensions used were hypothetical, which may lead to a lack of generalizability.

The higher the image of a brand, the more the dilution that occurs, which means that companies should take caution when extending into different product categories.

The study is one of the very few research efforts conducted in the Turkish market concerning brand extensions and the sample used in the research consists of consumers rather than students.

By providing a practical and theoretical framework on the role of digitalization in business model innovation (BMI) and countermeasures liabilities of foreignness (LoF), we aim to provide small and medium-sized enterprises (SMEs) from emerging markets with the means to confront the reality of de-internationalization.

A quantitative design emphasizing mature theory design and collecting survey data from 210 SMEs in an emerging market. The data are analyzed using a confirmatory factor analysis (CFA) based on covariance-based SEM (CB-SEM), multiple regression analysis (MRA) and Hayes' process model.

Digitalization was revealed to significantly and indirectly negatively affect SMEs’ de-internationalization via BMI. Besides, the conditional indirect effect of digitalization on de-internationalization through BMI is more robust and exists at the high LoF of SMEs.

We advise SMEs with a distinctive and relatively comprehensive strategy for coping with the pressures of de-internationalization or having their internationalization schedules perpetually altered through the lens of the resource-based view and institution theory.

The purpose of this paper is to investigate the effect of formulation categories (parent brand and extension product) and research and development (R&D) cooperation types on electronic word-of-mouth (eWOM) volume for extension products.

This study uses data from 109 extension products in the Korean dessert market whose formulations were changed between 1 February 2014 and 19 February 2019. The formulation categories and R&D cooperation types are transformed into dummy variables to conduct a linear regression.

The formulation categories and R&D cooperation types play key roles in proliferating eWOM for formulation change products. The most effective way to proliferate eWOM is through product extension by changing the formulation of ice cream, beverage and snack category products. Furthermore, vertical R&D cooperation positively affects the proliferation of products' eWOM.

These findings contribute to increasing the chance of successful food product development by providing information on the formulation changes that are effective at inducing consumers' interest.