Consumer Evaluations of Brand Extensions Marketing Essay
JS Panwar, email protected, is currently Professor of Marketing and since then Chairman of the Faculty of Management Studies, Sardar Patel University, Vallabh Vidyanagar. In addition, he wrote two books entitled 'Marketing in the New Era' 1997 and 'Beyond Consumer Marketing' 2004, both published by SAGE Publications, New, Consumer evaluations of brand extensions by David A. Aaker, 1990, edition of the Marketing Science Institute , in English. Institute for Marketing Sciences. No. 90-103. Classifications Library of Congress HD69.B7 The pagination of physical objects p. 27-41, Number of ID numbers Open LibraryDOI: 10.1016 J.INDMARMAN.2010.02. ID: 167825332 How co-branding versus brand extensions boost consumer evaluations of new products: A brand equity approach article Besharat2010HowCV, title How co-branding versus brand extensions boost consumer evaluations of new products: A brand equity approach, Consumers have the belief that a global brand are almost the same in every part of the world Bauer et al. 2007. Punyatoya 2013 established that consumers' assessment of new products is highly dependent. Naming effects have occurred in evaluations of brand extensions Milberg et al. 1997, ingredient branding Desai and children's evaluations of brand extensions Zhang and Given this substantial impact that the brand name has in terms of evaluations, future research should investigate more systematically. The purpose of this article is to examine the influences of parent brand attributes and brand extension fit on attitude toward the extension in the context of SG brand extension from services to goods compared to SS brand extension from services to services. A survey design was used to collect data from individual respondents. Comparisons were made between the initial consumer evaluation of the core brand name and the consumer evaluation of the vertical extension, and all mean values were reported. The evaluation of the proposed step-down extension for Lexus was significantly lower than the initial evaluation of the core brand name x̄ Lexus before 5.04. A significant amount of academic work has examined the factors that influence consumers' evaluations of brand extensions. Aaker and Keller, 1990 Broniarczyk and Alba, 1994 Grime et al. 2002. Aaker and Keller (1990) proposed three factors that are important when consumers evaluate an extension: perceived quality of the original brand, perceived similarity between the original brands.