The role of consumer fanaticism in acceptance of brand extensions
| dc.contributor.author | Young, Joshua | |
| dc.contributor.supervisor | Prof. Ian Phau | en_US |
| dc.contributor.supervisor | Dr Chris Marchegiani | en_US |
| dc.date.accessioned | 2017-04-10T05:22:57Z | |
| dc.date.available | 2017-04-10T05:22:57Z | |
| dc.date.issued | 2013 | |
| dc.identifier.uri | http://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.publisher | Curtin University | en_US |
| dc.title | The role of consumer fanaticism in acceptance of brand extensions | en_US |
| dc.type | Thesis | en_US |
| dcterms.educationLevel | MPhil | en_US |
| curtin.department | School of Marketing | en_US |
| curtin.accessStatus | Open access | en_US |
| curtin.faculty | Curtin Business School | en_US |