Product Brand

Topics: Brand management, Brand, Branding Pages: 48 (11433 words) Published: May 18, 2015
Journal of Product & Brand Management
The effect of brand extensions on product brand image
F. Müge Arslan Oylum Korkut Altuna

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F. Müge Arslan Oylum Korkut Altuna, (2010),"The effect of brand extensions on product brand image", Journal of Product & Brand Management, Vol. 19 Iss 3 pp. 170 - 180
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Eva Martínez, Leslie de Chernatony, (2004),"The effect of brand extension strategies upon brand image", Journal of Consumer Marketing, Vol. 21 Iss 1 pp. 39-50 http://dx.doi.org/10.1108/07363760410513950 Eva Martínez, José M. Pina, (2003),"The negative impact of brand extensions on parent brand image", Journal of Product & Brand Management, Vol. 12 Iss 7 pp. 432-448 http://dx.doi.org/10.1108/10610420310506001 Tony Meenaghan, (1995),"The role of advertising in brand image development", Journal of Product & Brand Management, Vol. 4 Iss 4 pp. 23-34 http://dx.doi.org/10.1108/10610429510097672

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The effect of brand extensions on product
brand image
F. Mu¨ge Arslan and Oylum Korkut Altuna

Downloaded by SEGi International Bhd At 06:45 19 March 2015 (PT)

School of Economic and Administrative Sciences, Marmara University, Istanbul, Turkey Abstract
Purpose – 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. Design/methodology/approach – 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...

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