IDEAS home Printed from https://ideas.repec.org/a/ids/ijbexc/v2y2009i3-4p346-359.html
   My bibliography  Save this article

The impact of perceived innovativeness, branding strategy and parent brand salience on the reciprocal transfer of core associations

Author

Listed:
  • Jean Boisvert
  • Suzan Burton

Abstract

Despite substantial research interest in brand extensions, the factors underlying the reciprocal transfer of brand associations between brand extensions and parent brands are not well understood. This study tests and models the effect of parent brand associations' salience, branding strategy and extension innovativeness positioning on the extent of the reciprocal transfer of extension associations to the parent brand. The results show that the reciprocal transfer of line extension associations to the parent brand can be influenced by the launch strategy, presenting the opportunity to improve the positioning of a parent brand by maximising the transfer of favourable extension associations.

Suggested Citation

  • Jean Boisvert & Suzan Burton, 2009. "The impact of perceived innovativeness, branding strategy and parent brand salience on the reciprocal transfer of core associations," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 2(3/4), pages 346-359.
    • Handle: RePEc:ids:ijbexc:v:2:y:2009:i:3/4:p:346-359
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=24452
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mehrdad Salehi, 2011. "Consumer Buying Behavior Towards Online Shopping Stores in Malaysia," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 1(2), pages 67-76, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbexc:v:2:y:2009:i:3/4:p:346-359. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=291 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.