Articles liés à Brand Extension Strategy

Brand Extension Strategy - Couverture souple

Kaur, Harleen

 
9783659972287: Brand Extension Strategy
Couverture souple
ISBN 10 : 3659972282 ISBN 13 : 9783659972287
Editeur : LAP LAMBERT Academic Publishing, 2017

Synopsis

This book is based on my doctoral research, undertaken at Faculty of Management Studies, University of Delhi, India. This book builds upon a seminal work in brand extension model, that has been tested and compared across countries, by applying it to the Indian CPG segment. A more comprehensive and elaborate model is also proposed and tested for better understanding of the consumers’ evaluation of brand extension. This model involved statistical extensions of the previous model, using hierarchical regression including residual centering interaction terms. A key outcome that emerged from the collected data and its analysis is that advertisements which highlight the features of the extension brand are more suitable for it as compared to advertisements trying to build some sort of relationship between parent brand and its extension. Several other interesting results coming out of the study are also discussed in the book that have strong managerial implications for the brand managers as well as research scholars.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

This book is based on my doctoral research, undertaken at Faculty of Management Studies, University of Delhi, India. This book builds upon a seminal work in brand extension model, that has been tested and compared across countries, by applying it to the Indian CPG segment. A more comprehensive and elaborate model is also proposed and tested for better understanding of the consumers’ evaluation of brand extension. This model involved statistical extensions of the previous model, using hierarchical regression including residual centering interaction terms. A key outcome that emerged from the collected data and its analysis is that advertisements which highlight the features of the extension brand are more suitable for it as compared to advertisements trying to build some sort of relationship between parent brand and its extension. Several other interesting results coming out of the study are also discussed in the book that have strong managerial implications for the brand managers as well as research scholars.

Biographie de l'auteur

Dr. Harleen Kaur is Asst. Prof. at Department of Commerce, Mata Sundri College For Women, University of Delhi, India. She completed M.Com. from University of Delhi and Ph.D. from Faculty of Management Studies, University of Delhi. She has over 10 years of academic experience, teaching undergraduate commerce and business students.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2017
Langue
anglais
ISBN 10 
3659972282
ISBN 13 
9783659972287
Reliure
Broché
Nombre de pages
192
Coordonnées du fabricant
non disponible
Personne responsable
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