Consumers' perceptions when evaluating brand extensions in relation to the original brand

Consumers' perceptions when evaluating brand extensions in relation to the original brand

Show other versions (1)

<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The re...

Full description

Bibliographic Details
Main Author: Chuma Diniso
Format: Others
Language:English
Published: 2008
Subjects:
Brand extension
Brand equity
Brand loyalty
Brand image
Brand associations
Consumers
Product and non-product related attributes
Perceived quality
Similarity/fit
Brand attitudes.
Online Access:http://etd.uwc.ac.za/index.php?module=etd&action=viewtitle&id=gen8Srv25Nme4_2918_1298370876

Internet

http://etd.uwc.ac.za/index.php?module=etd&action=viewtitle&id=gen8Srv25Nme4_2918_1298370876

Similar Items