1,720,982 research outputs found
La misurazione del valore-potenzialità delle risorse immateriali di marketing generate dalla customer satisfaction
No full textI processi di consumo nell'economia delle reti digitali. La prospettiva delle imprese sull'evoluzione del comportamento del consumatore
No full textMarca e brand management: tendenze evolutive e prospettive di ricerca
No full textIntroduzione allo special issue della Rivista sul tema "Marca e brand management
Consumer evaluation of brand extension: the impact of brand relationship quality and naming strategy
No full textThe document analyses the impact of brand relationship quality and
naming strategies on the success of brand extension through research
based on an experimental 2x2x2 design. The independent variables taken
into consideration are: the perceived fit between the product categories
involved in the decision to expand (high vs. low); the name chosen for the
new product (predominance of the parent brand vs. sub-brand); the level
of brand relationship quality (high vs. low). The dependent variable object
of analysis is the consumers’ evaluation of the expansion.
The results show that in the presence of high brand relationship quality,
the consumers value extension more favourably, no matter what the level
of category fit. However, in situations of high (low) category fit and high
brand relationship quality, the evaluation of the extension is better if the
predominance of the parent-brand (sub brand) is greater in the naming of
the new product. If the brand relationship quality is low, the consumers’
evaluation is not influenced by the naming strategies
L'innovazione negli studi sui processi di consumo: vettori evolutivi e percorsi di ricerca
No full text- …
