The role of consumer fanaticism in acceptance of brand extensions
|dc.contributor.supervisor||Prof. Ian Phau||en_US|
|dc.contributor.supervisor||Dr Chris Marchegiani||en_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.title||The role of consumer fanaticism in acceptance of brand extensions||en_US|
|curtin.department||School of Marketing||en_US|
|curtin.faculty||Curtin Business School||en_US|