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Consumer Acceptance Of Licensed Brand Extensions: An Analysis Of Key Success Factors For Extending Into Fashion Categories, Langchao Zhang
Consumer Acceptance Of Licensed Brand Extensions: An Analysis Of Key Success Factors For Extending Into Fashion Categories, Langchao Zhang
LSU Doctoral Dissertations
Brand extension and lifestyle branding have been the most commonly used marketing strategies. Unlike other consumer goods, fashion products, or other lifestyle products contains strong meaning of the user’s identity, thus, once done well, the parent non-fashion brands could benefit from not only the profit generated by the extension, but also creating a closer and stronger relationship with customers. Therefore, the purpose of this research is to examine how fashion product attributes affect consumers’ behavioral intention towards the fashion extension, to examine how perceived fit and brand extension authenticity affect consumers behavioral intention towards the fashion extensions, to explore the …
Using Brand Concept Maps To Examine The Extension Of Ford And Jeep Brands, Yao Wei
Using Brand Concept Maps To Examine The Extension Of Ford And Jeep Brands, Yao Wei
LSU Master's Theses
The intense competition in marketing today has led to excessive financial risks when a new brand enters the market. To avoid the extremely high costs and difficulties associated with this process, many firms choose to take advantage of established brands to launch new product lines or categories. The purpose of this study was to explore the evaluation of brand extension in fashion using brand concept mapping (BCM). Specifically, the first objective was to identify consumers’ associations with Ford and Jeep apparel using BCM, while the second objective was to categorize those associations using Korchia’s (1999) brand association categories to compare …