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

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

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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 researcher...

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Bibliographic Details
Main Author: Diniso, Chuma
Other Authors: Dept. of Economics
Language:en
Published: University of the Western Cape 2014
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://hdl.handle.net/11394/2640

Internet

http://hdl.handle.net/11394/2640

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