Antecedents of Attitude Towards Brand Extensions. (Record no. 53280)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01883nam a2200217 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20191231181103.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 191231b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kalra, Shveta |
| 9 (RLIN) | 35550 |
| 245 ## - TITLE STATEMENT | |
| Title | Antecedents of Attitude Towards Brand Extensions. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 29-45 p. |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE | |
| Volume number/sequential designation | XVI (2) |
| 9 (RLIN) | 35551 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Companies may own brands, but they live in the hearts and minds of its consumers and potential consumers. A brand occupies space in the perception of the consumer and is what results from the totality of what the consumer takes into consideration before making a purchase decision (Pickton and Broderick, 2001). A brand is a person's gut feeling about a product, service or company (Neumeier, 2003). Companies capitalize on the brand name to enter into new product categories or launch a new feature in the existing categories. The present study is an attempt to study the strategies, types and attitude towards brand extensions. Also, the factors affecting attitude towards brand extensions are discussed. Perceived fit between the parent brand and brand extension acts as a moderator in the relationship between parent brand equity and attitude towards brand extension. Also, perceived fit mediates the relationship between brand image and attitude towards brand extension. Perceived parent brand quality was found to be positively associated with attitude towards brand extension. Consumers' innovativeness, product class knowledge and perceived risks assumed were found to moderate the relationship between perceived fit and attitude towards brand extension. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | *Brand extension |
| Uncontrolled term | products Space perception |
| Uncontrolled term | Brand equity |
| Uncontrolled term | Brand image |
| Uncontrolled term | Brand name |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30415 |
| Host Itemnumber | 77926 |
| Main entry heading | MURTHY, E N |
| Place, publisher, and date of publication | IUP PUBLICATION HYDERABAD |
| Other item identifier | 55511287 |
| Title | BRAND MANAGEMENT |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 31/12/2019 | Vol 16, No 4/ 55511287JA2 | 55511287JA2 | 31/12/2019 | 31/12/2019 |