This paper proposes an integrative model of the effect of brand extension on brand image. The four key\r\nprocesses of the model are 1) the formation of initial brand image toward parent brand, 2) the\r\nperception of fit, 3) the formation of attitude toward brand extension and 4) the effect of brand\r\nextension attitude on parent brand image. Moderator and control variables of these processes are\r\nidentified and classified into four groups: 1) consumer characteristics, 2) extension marketing support\r\nfactors 3) parent brand characteristics and 4) extension characteristics. This integrative model leads to\r\nthe identification of missing links and variables in past research, resulting in a propositional inventory\r\nfor future studies. The paper ends with a reflection on the long-term perspectives of scientific inquiry\r\non brand extensions.
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