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Why far-extension can be successful
L. Lei; Y. Wang; X. Q. Ding; M. C. Ma
Conference Name会议论文
Conference Date2004
Conference PlaceBeijing
AbstractThe issue of the brand extension has been widely studied. but why some far-extensions can be successful in market is still an unsolved question. based on the review of the pilot researches, three experiments were conducted to find the potential mechanism behind the consumer behavior. the results show that in order to be successful in a far-extension, the brand itself should have three characters: with high brand-affect; with low relation to a certain product category; with more abstract meaning than productive meaning.
Funding OrganizationIUPsyS
Subject Area广告与消费心理学
Indexed BySSCI
WOS IDWOS:000226118004386
Citation statistics
Document Type会议论文
Recommended Citation
GB/T 7714
L. Lei,Y. Wang,X. Q. Ding,et al. Why far-extension can be successful[C],2004:485-485.
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