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dc.contributor.authorYoung, Joshua
dc.contributor.supervisorProf. Ian Phauen_US
dc.contributor.supervisorDr Chris Marchegianien_US
dc.date.accessioned2017-04-10T05:22:57Z
dc.date.available2017-04-10T05:22:57Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/20.500.11937/51881
dc.description.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.

en_US
dc.publisherCurtin Universityen_US
dc.titleThe role of consumer fanaticism in acceptance of brand extensionsen_US
dc.typeThesisen_US
dcterms.educationLevelM.Phil.en_US
curtin.departmentSchool of Marketingen_US
curtin.accessStatusOpen accessen_US
curtin.facultyCurtin Business Schoolen_US


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