Abstract:Consumer evaluations of brand extension are becoming increasingly important to the consumer market (Kaur & Pandit, 2015); however, little attention has been given to crosscategory specific research in this field. This research examines whether there are correlations between an iconic product (a product category already occupied by the brand) and its crosscategory extension product and how the user experience on an extension product affects its iconic product. The findings reveal that consumers have a positive … Show more
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