Increasing costs involved in building new brands motivate marketers to adopt an alternate route for new product introductions, in the form of brand extensions. Consumer attitude towards brand extensions has been previously studied through multiple replications of Aaker and Keller’s attitude based model. While multiple studies exist with comparative analysis of the original model and its replica...

This paper is aimed to examine the effect of parent brand loyalty extension loyalty, vice versa, also role association as moderator and risk aversion mediator in relationship loyalty. utilizes conclusive research design with predictive causal analytics. Sample collected was from millennial mothers children ranging 2-7 years old are decision makers purchasing babies care products. Primary data w...

In this paper, we model brand associations as associative networks. Although the idea of brand associative networks is weU accepted, rarely are these networks elicited and modeled explicitly. Here, we do so in the context of a branding experiment by using a combination of qualitative (repertory grid) and quantitative (network analysis) techniques. This elicitation and analysis technique was use...

Previous research on state dependence indicates that a brand’s purchase probabilities vary over time and depend on the levels of inertia and variety seeking and on the identity of the previously purchased brand. Brand-choice probabilities obtained from models such as the logit and the probit are, however, fixed over time, conditional on the previous brand purchased and on the levels of marketin...

Susan Peters is Hand Therapist, Hand and Upper Limb Rehabilitation Unit, EKCO Occupational Services, Brisbane, Queensland, Australia. Joint stiffness and joint contracture are secondary complications of traumatic hand injury resulting in loss of active range of motion (AROM) and passive range of motion (PROM; American Society for Surgery of the Hand, 2006; Colditz, 2004; Creighton & Steichen, 1...

This study examines how the degree of fit between brand extension and parent brand, in case heritage sites, affects extension's equity-formation, considering mediating role attitude credibility moderating tourist's level experience brand. An experimental design is applied, which two different levels are controlled subjects. Suggestions provided for effective ways enhancing equity therefore cont...