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Cultural Differences In Brand Extension

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... than buying the same products week after week (Popp, 2003). Coca-Cola has engaged in brand extension in response to launch and plan for brand extension is necessary and worthwhile (Popp, 2003). Coca-Cola must focus on the motivation and research to determine if a new brand or brand extension product is requiredviable[Author ID1: at Wed Nov 19 20:10:00 shoe companies. Given that consumers do recognize real differences among shoe brands, Vans must use this fact to its the most important factors in brand extension is that the new creation must taste good in order to appeal to the ...



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Sources list for CULTURAL DIFFERENCES IN BRAND EXTENSION:

Park, J. W. & Kim, K. (2001). "Role of Consumer Relationships with a Brand in Brand Extensions: Some Exploratory Findings", Advances in Consumer Research, Vol. 28, pp. 179-185.
Marketing and Branding

Milewicz, J. & Herbig. P. (1994). "Evaluating the Brand Extension Decision Using a Model of Reputation Building", Journal of Product and Brand Management, Vol. 3, No. 1, pp. 39-47.
Marketing and Branding

Lane, V. and R. Jacobson. (1995). Stock Market Reactions to Brand Extension Announcement: The effect of brand attitude and familiarity. Journal of Marketing, 59(1):63-77.
Customer Relationship Management (CRM)

Weitz, B. A. (1991). "Role of Product Knowledge in Evaluation of Brand Extension.", Advances in Consumer Research, Vol. 18, Issue 1., pp. 407-413.
Marketing and Branding

Van Osselaer, S. & Alba, Joseph. "Locus of Equity and Brand Extension." Journal of Consumer Research. Vol. 29, March 2003.
Managing Marketing Communications

 

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