IDEAS home Printed from https://ideas.repec.org/a/vul/omefvu/v9y2018i1id246.html
   My bibliography  Save this article

Strategic Brand Management In Emerging Markets: Consumer Perceptions Of Brand Extensions

Author

Listed:
  • Durdana Ozretic-Dosen
  • Marta Brlic
  • Tanja Komarac

Abstract

No abstract is available for this item.

Suggested Citation

  • Durdana Ozretic-Dosen & Marta Brlic & Tanja Komarac, 2018. "Strategic Brand Management In Emerging Markets: Consumer Perceptions Of Brand Extensions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(1).
    • Handle: RePEc:vul:omefvu:v:9:y:2018:i:1:id:246
    as

    Download full text from publisher

    File URL: http://www.om.evaf.vu.lt/cms/cache/RePEc_files/article_108.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Robert Peterson & Dwight Merunka, 2014. "Convenience samples of college students and research reproducibility," Post-Print hal-01822317, HAL.
    2. Mehdi Seltène & Olivier Brunel, 2008. "Brand Extension: The Moderating Role of the Category to which the Extension Belongs to Be Added," Post-Print halshs-00681991, HAL.
    3. Peterson, Robert A. & Merunka, Dwight R., 2014. "Convenience samples of college students and research reproducibility," Journal of Business Research, Elsevier, vol. 67(5), pages 1035-1041.
    4. Mehdi Seltène & Olivier Brunel, 2008. "Brand extension: the moderating role of the category to which the brand extension is found," Post-Print halshs-00340320, HAL.
    5. Richa Joshi & Rajan Yadav, 2017. "Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry," Vision, , vol. 21(3), pages 305-313, September.
    6. Kim, Chung K. & Lavack, Anne M. & Smith, Margo, 2001. "Consumer evaluation of vertical brand extensions and core brands," Journal of Business Research, Elsevier, vol. 52(3), pages 211-222, June.
    7. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    8. Tauber, Edward M., 1981. "Brand franchise extension: New product benefits from existing Brand Names," Business Horizons, Elsevier, vol. 24(2), pages 36-41.
    9. Catherine Viot, 2011. "Can brand identity predict brand extensions' success or failure?," Post-Print hal-01803752, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Vaida Kaduskeviciute & Sigitas Urbonavicius, 2019. "Webrooming: A Way of Dealing with Uncertainties in Purchasing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 139-152.
    2. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    3. repec:ehu:cuader:55436 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liliya Lozanova, 2016. "To Extend or Not to Extend: Advantages and Disadvantages of Brand Extension Strategy," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 4, pages 500-514, December.
    2. Goedertier, Frank & Dawar, Niraj & Geuens, Maggie & Weijters, Bert, 2015. "Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit," Journal of Business Research, Elsevier, vol. 68(1), pages 157-165.
    3. Cristina Robledo-Ardila & Juan Pablo Román-Calderón, 2022. "Potential: in search for meaning, theory and avenues for future research a systematic review," Management Review Quarterly, Springer, vol. 72(1), pages 149-186, February.
    4. Jingjing Wu & Yiwei Chen & Lin Hu & Anxin Xu, 2022. "Influence Factors on Consumers’ Instant Cross-buying under Supermarkets’ Cross-border Integration: From the Perspective of the Elaboration Likelihood Model," SAGE Open, , vol. 12(3), pages 21582440221, September.
    5. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    6. Mireia Ercilla-Montserrat & David Sanjuan-Delmás & Esther Sanyé-Mengual & Laura Calvet-Mir & Karla Banderas & Joan Rieradevall & Xavier Gabarrell, 2019. "Analysis of the consumer’s perception of urban food products from a soilless system in rooftop greenhouses: a case study from the Mediterranean area of Barcelona (Spain)," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(3), pages 375-393, September.
    7. Yasir Ali Soomro & Muzzaffar Ali Issani & Shahzad Nasim, 2016. "Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 347-359.
    8. Sandra J. Milberg, 2001. "Positive Feedback Effects Of Brand Extensions: Expanding Brand Meaning And The Range Of Extendibility," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 4(1), pages 3-35.
    9. Jungju Yu, 2021. "A Model of Brand Architecture Choice: A House of Brands vs. A Branded House," Marketing Science, INFORMS, vol. 40(1), pages 147-167, January.
    10. José M. Ramírez-Hurtado & Alfredo G. Hernández-Díaz & Ana D. López-Sánchez & Víctor E. Pérez-León, 2021. "Measuring Online Teaching Service Quality in Higher Education in the COVID-19 Environment," IJERPH, MDPI, vol. 18(5), pages 1-14, March.
    11. Magdalena Stefańska & Iwona Olejnik, 2024. "Retailers’ social impact perspective–discrepancies between theory and practice," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(3), pages 355-368, September.
    12. Dwayne D. Gremler & Yves Vaerenbergh & Elisabeth C. Brüggen & Kevin P. Gwinner, 2020. "Understanding and managing customer relational benefits in services: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 565-583, May.
    13. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.
    14. Aysun Ata Aktürk & Hasibe Özlen Demircan, 2018. "Development of Preschool Children Sibling Rivalry Scale (PSRS)," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 11(1), pages 117-136, February.
    15. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    16. Lucinda Austin & Barbara Miller Gaither, 2019. "Redefining fit: examining CSR company-issue fit in stigmatized industries," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 9-20, January.
    17. Grigorios, Lamprinakos & Magrizos, Solon & Kostopoulos, Ioannis & Drossos, Dimitrios & Santos, David, 2022. "Overt and covert customer data collection in online personalized advertising: The role of user emotions," Journal of Business Research, Elsevier, vol. 141(C), pages 308-320.
    18. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    19. Rašković, Matevž & Ding, Zhonghui & Škare, Vatroslav & Ozretić Došen, Đurđana & Žabkar, Vesna, 2016. "Comparing consumer innovativeness and ethnocentrism of young-adult consumers," Journal of Business Research, Elsevier, vol. 69(9), pages 3682-3686.
    20. Teng, Weichen & Su, Yaohua & Liao, Tien-Tien & Wei, Cang-Liang, 2020. "An exploration of celebrity business ventures and their appeal to fans and non-fans," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    More about this item

    Statistics

    Access and download statistics

    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:vul:omefvu:v:9:y:2018:i:1:id:246. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Sigitas Urbonavicius (email available below). General contact details of provider: https://edirc.repec.org/data/fecvult.html .

    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.