Greater scrutiny needed of alcohol companies’ use of brand extensions

2021 ◽  
Author(s):  
Hannah Pierce ◽  
Julia Stafford
Keyword(s):  
Brand Extensions

CELEBRITY BRAND EXTENSIONS ON INSTAGRAM: TESTING A SERIAL MULTIPLE MEDIATION MODEL OF CELEBRITY WORSHIP AND STYLE CONFORMITY

2018 ◽  
Vol 2018 ◽  
pp. 531-532
Author(s):  
Jasmine A.L. Yeap ◽  
◽  
Norkhalilah Khalid ◽  
Emily H.T. Yeap ◽  
Say Keat Ooi
Keyword(s):  
Brand Extensions ◽  
Mediation Model ◽  
Multiple Mediation

Consumer Evaluations of Brand Extensions

1990 ◽  
Vol 54 (1) ◽  
pp. 27 ◽  
Author(s):  
David A. Aaker ◽  
Kevin Lane Keller
Keyword(s):  
Brand Extensions ◽  
Consumer Evaluations

Exploring ethical brand extensions and consumer buying behaviour: the RSPCA and the “Freedom Food” brand

2007 ◽  
Vol 16 (3) ◽  
pp. 168-177 ◽  
Author(s):  
Morven G. McEachern ◽  
Monika J.A. Schröder ◽  
Joyce Willock ◽  
Jeryl Whitelock ◽  
Roger Mason
Keyword(s):  
Brand Extensions ◽  
Buying Behaviour

Antecedents of Intention to Purchase Brand Extensions--Model

2019 ◽  
Author(s):  
Naser Pourazad ◽  
Lara Stocchi ◽  
Vipul Pare
Keyword(s):  
Brand Extensions ◽  
Intention To Purchase

Feedback Effects of Brand Extensions: The Resistance of Strong Brands

Beta ◽  
2008 ◽  
Vol 22 (01) ◽  
pp. 40-53
Author(s):  
Leif E. Hem ◽  
Lars E. Olsen ◽  
Nina M. Iversen
Keyword(s):  
Brand Extensions ◽  
Feedback Effects

Antecedents of the attitude toward the athlete celebrities' human brand extensions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jakeun Koo
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Brand Extensions ◽  
Equation Modeling ◽  
Image Transfer ◽  
Content Type ◽  
Before And After ◽  
Research Findings ◽  
Survey Results ◽  
Human Brands

PurposeThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.Design/methodology/approachIn total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.FindingsThe survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.Originality/valueThe research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.

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