The Reciprocal Effects of a Previous Brand Extension and Follower Brand Extension's Market Performance on a Parent Brand of a Follower Brand's Extension Product
Abstract:The present research investigates the reciprocal effects of a previous brand extension and follower brand extension's market performance on a parent brand of a follower brand's extension product using 2(previous brand extension's market performance: success vs. failure) × 2(follower brand extension's market performance: success vs. failure) between-subjects factorial design.The verification of the hypothesis is composed through 2-way ANOVA. As a result, the consumers' evaluation of the parent brand of a follow… Show more
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