English, Article edition: Derived versus full name brand extensions Olavarrieta, Sergio; Torres, Eduardo; Vásquez-Parraga, Arturo; ...

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Physical Description
  • article
Language
  • English

Edition details

Title
  • Derived versus full name brand extensions
Author
  • Olavarrieta, Sergio
  • Torres, Eduardo
  • Vásquez-Parraga, Arturo
  • Barra, Cristóbal
Physical Description
  • article
Notes
  • Most brand extension studies follow the assumption that brand extensions use the full original parent brand name (e.g., Oral-B tooth brush may extend to Oral-B dental floss). However, some companies use derived brand names in their brand extension strategies (e.g. Nestea Iced Tea). This study explores the advantages and disadvantages of derived brand extensions compared to full name extensions. The study examines the importance of target market effects on the evaluation of both brand extension strategies. Findings support the idea that derived brand names leverage parent brand evaluations and protect parent brand from extension failures.
  • Brands Derived brand names Brand extensions Full name
  • RePEc:eee:jbrese:v:62:y:2009:i:9:p:899-905
Language
  • English
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