Consumer attitude toward brand extensions : An Integrative Model and Research Propositions
By S. Czellár. 2003
391 citations recorded by the source corpus.
Subfields: Marketing, Tourism, Leisure and Hospitality Management
View Paper: https://www.semanticscholar.org/paper/66dcea74d3e0f3425be3d4ed6ab6e39018aed3c3
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Xuehua Wang
- Zhilin Yang
- Eva Martínez
- Bianca Grohmann
- José Miguel Pina
- Ning Liu
- E. M. Salinas
- J. Pérez
In Tourism, Leisure and Hospitality Management
Citations in the corpus
- Modeling the brand extensions' influence on brand image (2009, background): “According to Czellar (2003), a transfer of affection or concrete knowledge, either related or not to the products, may occur.”
- The Impacts of Brand Personality and Congruity on Purchase Intention: Evidence From the Chinese Mainland's Automobile Market (2009, background): “Czellar (2003) proposes four key processes in forming brand extension attitudes, one of them being the perception of fit or similarity between the extension brands and the parent brands.”
- Gender Dimensions of Brand Personality (2009, background): “There are two dimensions of fit (Bhat and Reddy 2001; Czellar 2003; Park, Milberg, and Lawson 1991): product fit and brand fit.”
- Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry (2008, background): “COO’s moderation effect Although brand personality is suggested to have a direct positive impact on purchase intention, the relative importance of brand personality may also depend on brand COO image (Czellar, 2003; Roth and Romeo, 1992). Hsieh et al. (2004) observe that both country image and produ”
- Brand extension feedback: The role of advertising (2009, background): “…hand, extension associations like perceived difficulty in manufacturing (Aaker and Keller, 1990) and product category (Bristol, 1996; Schmitt and Dubé, 1992) are also key variables influencing the extension success (for reviews, see Czellar, 2003; Grime et al., 2002; Völckner and Sattler, 2006).”