Factores clave en la formación de la actitud del consumidor hacia las extensiones de marca
Keywords:
Brand extensions, Consumers’ attitude towards extensions, Spain, United Kingdom
Abstract
Nowadays, brand extension strategies are one of the frequently options used by companies to launch new products in national and international markets. Thus, the objective of this paper is to analyse the most important factors which determine the consumers’ attitude towards the extension. A survey with a sample of 461 students in Spain and the United Kingdom was carried out to validate the model. Results show that brand equity, brand loyalty and perceived fit are the main determinants in consumers’ attitude towards the extension. Finally, the respondent’s membership to one or the other country, that is, Spain or the United Kingdom, does not influence on the evaluation of extensions.Downloads
Download data is not yet available.
Article download
Crossmark
Published
2009-06-02
How to Cite
Buil Carrasco I. . y Montaner Gutiérrez T. . (2009). Factores clave en la formación de la actitud del consumidor hacia las extensiones de marca. Cuadernos de Estudios Empresariales, 18, 109-134. https://revistas.ucm.es/index.php/CESE/article/view/CESE0808110109A
Issue
Section
Articles
License
In order to support the global exchange of knowledge, the journal Cuadernos de Estudios Empresariales is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
