Autori
Vescovi, Tiziano
Paolacci, Gabriele

Titolo
Estensioni di marca e accettazione da parte dei consumatori
Periodico
Micro & macro marketing
Anno: 2008 - Volume: 17 - Fascicolo: 3 - Pagina iniziale: 365 - Pagina finale: 384

This article presents the results of a survey dealing with consumer acceptance of a brand extension. A questionnaire was submitted in order to gain perceptions about sixteen hypothetical brand extensions. By using some regression models, it was determined which factors affect consumer's attitude toward a brand extension. The original contribution to brand extension research is the introduction of an instructive instrument called consumption relations matrix: this tool allowed analysis to be declined into different segments of consumers with reference to brands and products tested, corresponding to different interpretations of the results.



SICI: 1121-4228(2008)17:3<365:EDMEAD>2.0.ZU;2-J
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/28473
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=28473

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