Now showing items 1-2 of 2

    • Brand specific associations and consumer involvement in the evaluation of brand extensions 

      Ganapathy, Shobha; Koshy, Abraham; Banerjee, Bibek (Indian Institute of Management Ahmedabad, 1998-12-01)
      Research in the area of brand extensions has focused on the themes of simple affect transfer and category based affect transfer to explain attitude towards the extension. Subsequent research stresses the importance of ...
    • Model of consumer evaluation of brand extensions 

      Ganapathy, Shobha; Banerjee, Bibek (2010-04-03)
      Current research has shown that consumers attitudes towards brand extensions is a function of brand affect, and similarity between parent and extension product categories. Research has also stressed on the importance of ...