What affects transfer of brand association from a parent brand to new line extension | Macquarie University ResearchOnline

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/88980

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Title: What affects transfer of brand association from a parent brand to new line extension
Related: EMAC Annual Conference (36th : 2007) (22 - 25 May 2007 : Reykjavík, Iceland)
Related: Proceeding of the 36th EMAC Conference, p.1-7
Publisher: Iceland : EMAC
Date: 2007
Author/Creator: Boisvert, Jean
Author/Creator: Burton, Suzan
Description: Despite substantial research interest into brand extensions, the factors underlying transfer of brand associations between parent brands and line extensions are not well understood. This study tests and models the effect of parent brand associations' salience, branding strategy and extension positioning (low or high innovativeness) on the extent of transfer of associations from the parent brand to a line extension. The results show that all three factors jointly influence the extent of transfer, suggesting that an extension launch strategy can be designed to either maximise or minimise transfer of associations from a parent brand to an extension.
Description: 7 page(s)
Subject Keyword: new product development
Resource Type: conference paper
Organisation: Macquarie University. Macquarie Graduate School of Management

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