The role of consumer fanaticism in acceptance of brand extensions
Access Status
Open access
Authors
Young, Joshua
Date
2013Supervisor
Prof. Ian Phau
Dr Chris Marchegiani
Type
Thesis
Award
MPhil
Metadata
Show full item recordFaculty
Curtin Business School
School
School of Marketing
Collection
Abstract
Marketers can leverage brand equity through many means, one of which being the release of brand extensions. This refers to a parent brand releasing a new product in a different product category to that which the brand has previously operated in (Aaker and Keller 1990; Tauber 1988). This study will test brand extension success, while also examining the effect that consumer fanaticism – as defined by Thorne (2003) – has on the research model used.
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