CUSTOMER INNOVATIVENESS AN EFFUSIVE PERSPECTIVE TO BRAND EXTENSION

Saurav Kumar ()
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Saurav Kumar: K.B. Womens College, Hazaribag, Jharkhand, India

Business Excellence and Management, 2023, vol. 13, issue 4, 61-67

Abstract: Branding and consumer buying behaviour are positively correlated (Muhammad & Iqbal, 2014). Emotional loyalty is considered as optimistically influencing emotional brands towards customers (Jawahar & Maheswari, 2009). The value premium generation of the brand and effusion do get effected by the association of parent brand and brand extension. Concluded value trade off experienced from the parent brand is discovered to be effectively connected effusion towards brand extension. Mustafa & Akdogan (2015) admit that customer innovation exists in all segments of market. The article investigates buyers’ excitement and experience relationship sometimes called as customer innovativeness is drawn as an association of value premium generation by the parent brand and effusion towards brand extension.

Keywords: Customer innovativeness; Parent brand; Brand extension (search for similar items in EconPapers)
Date: 2023
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