Skip to main content

Customers' Responses to Retail Brand Extensions

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

This paper considers the relationship between a core brand built around retail operations and an extension built around financial services operations. The fundamental question that underlies the paper asks whether a successful/unsuccessful implementation of financial services brand extension impacts positively/negatively on the core retail brand. Findings from over 1000 responses indicate that the retailer brand extensions under investigation do have a significant impact on the core brand. Further analysis, using customers who have experienced the brand extension versus those that have not, reveals that this impact can be negative as well as positive. That is, where a customer perceives the brand extension to be implemented poorly the relationship between the customer and the original brand is compromised.

Keywords: BRAND EXTENSION; CUSTOMER RELATIONSHIP; FINANCIAL SERVICES

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257053779145

Publication date: April 1, 2005

More about this publication?
routledg/jmm/2005/00000021/00000003/art00007
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more