Brand Portfolio Strategy: The Interactive Effect of Perceived Fit, BrandPortfolio Strategy, and Differentiation on BrandExtension Evaluations

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9783639074574: Brand Portfolio Strategy: The Interactive Effect of Perceived Fit, BrandPortfolio Strategy, and Differentiation on BrandExtension Evaluations

Launching brand extensions is seriously considered bycompanies as a profitable growth strategy. The basisof this study is the impact of brand portfoliostrategy and differentiation on consumer evaluationof incongruent extensions, or extensions perceived tohave low fit with the parent brand. The main issueaddressed in this thesis is: how choice of extensionbrand portfolio strategy and differentiation strategyfrom its parent brand can compensate for the problemscaused by lower perceived parent-extension fit?The study was designed as a 2x2x2 experiment to testthe interaction between three independent variables(perceived fit, brand portfolio strategy anddifferentiation) and their impact on one dependentvariable (brand extension attitude). The resultssupport the initial proposition that wisely usingbrand portfolio strategy and differentiation strategymight compensate for lack of fit. Therefore, brandmanagers may overcome problems caused by lowerperceived fit, and succeed with business expansionopportunities that might be found in lower fitcategories.

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About the Author:

Kristijan Petkoski, MSc Marketing from BI Norwegian School ofManagement, Account Planner at Lineart Prague Czech Republic.Lecturer (International marketing, Advertising) at Anglo-americanUniversity Prague

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Book Description VDM Verlag Dr. Mueller e.K., Germany, 2011. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****.Launching brand extensions is seriously considered by companies as a profitable growth strategy. The basis of this study is the impact of brand portfolio strategy and differentiation on consumer evaluation of incongruent extensions, or extensions perceived to have low fit with the parent brand. The main issue addressed in this thesis is: how choice of extension brand portfolio strategy and differentiation strategy from its parent brand can compensate for the problems caused by lower perceived parent-extension fit? The study was designed as a 2x2x2 experiment to test the interaction between three independent variables (perceived fit, brand portfolio strategy and differentiation) and their impact on one dependent variable (brand extension attitude). The results support the initial proposition that wisely using brand portfolio strategy and differentiation strategy might compensate for lack of fit. Therefore, brand managers may overcome problems caused by lower perceived fit, and succeed with business expansion opportunities that might be found in lower fit categories. Bookseller Inventory # AAV9783639074574

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Book Description VDM Verlag. Paperback. Book Condition: New. Paperback. 68 pages. Dimensions: 8.5in. x 5.9in. x 0.2in.Launching brand extensions is seriously considered bycompanies as a profitable growth strategy. The basisof this study is the impact of brand portfoliostrategy and differentiation on consumer evaluationof incongruent extensions, or extensions perceived tohave low fit with the parent brand. The main issueaddressed in this thesis is: how choice of extensionbrand portfolio strategy and differentiation strategyfrom its parent brand can compensate for the problemscaused by lower perceived parent-extension fitThe study was designed as a 2x2x2 experiment to testthe interaction between three independent variables(perceived fit, brand portfolio strategy anddifferentiation) and their impact on one dependentvariable (brand extension attitude). The resultssupport the initial proposition that wisely usingbrand portfolio strategy and differentiation strategymight compensate for lack of fit. Therefore, brandmanagers may overcome problems caused by lowerperceived fit, and succeed with business expansionopportunities that might be found in lower fitcategories. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Bookseller Inventory # 9783639074574

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