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dc.contributor.authorYoung, Joshua
dc.contributor.supervisorProf. Ian Phauen_US
dc.contributor.supervisorDr Chris Marchegianien_US

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.

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

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