Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links

331 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Celebrity endorsement, brand credibility and brand equity (2011, background): “Past research has shown that perceived fit between a brand and its extension can be achieved when both brands share key product attributes (Bridges et al., 2000).”
Branding strategies, marketing communication, and perceived brand meaning: The transfer of purposive, goal-oriented brand meaning to brand extensions (2005, background): “Bridges et al. (2000) investigate the impact of a communication strategy on brand extensions that are perceived by consumers to possess a high degree of fit with the parent brand. These researchers demonstrate that the most effective communication strategy for the extension focuses on the salient pa”
Consumer Inference: A Review of Processes, Bases, and Judgment Contexts (2004, background): “For instance, when looking at the degree of similarity between the parent and extension brands in terms of product feature associations, Bridges et al. (2000) found evaluations of brand extensions were less favorable when the parent brand’s dominant associations (i.e., those that define the brand…”
Brand extension feedback: The role of advertising (2009, background): “In relation to the second matter, companies may apply different communication strategies to increase perceived fit and, consequently, consumer acceptance (Aaker and Keller, 1990; Bridges et al., 2000).”