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Dimensions of brand-extension fit

Deng, Qian (Claire) and Paul R. Messinger

International Journal of Research in Marketing, 2022, vol. 39, issue 3, 764-787

Abstract: A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Yet this large body of literature fails to provide managers with specific practical guidance about how to create brand-extension fit for optimal results. The problem is a lack of understanding of what brand-extension fit really is, and there has been little work to address this issue by synthesizing the key dimensions of brand-extension fit. The current article addresses this gap by identifying the key constituent dimensions of brand-extension fit. This is an important topic because brand extensions are essential for business renewal and growth.

Keywords: Fit; Brand extensions; Product development; Scale development (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1016/j.ijresmar.2021.09.013

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Handle: RePEc:eee:ijrema:v:39:y:2022:i:3:p:764-787