About this document

Brand Extension Impact on Image: UK vs. Spain by nabeel_h110 is a document available to read on EtoBox.

This article examines how brand extension strategies impact brand image through a comparative study between the UK and Spanish markets. Two models are proposed to test the effect of brand extensions on general brand image and product brand image. The models indicate that brand familiarity, quality, fit, and previous brand image influence attitudes toward the extension. Questionnaires were administered in both countries, and results showed that brand image is measured somewhat differently between the two mar

Author

nabeel_h110

Language

EN