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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 …