Abstract
This study investigates the influence of brand quality and price on perceptions of quality, value, and buying intentions for brand extensions The results suggest that quality may become the basis of fit between the brand and the extension, and the extension’s price should be consistent with the quality image of the family brand.
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Romeo, J.R., Dodds, W.B. (2015). The Effects of Brand Quality and Price on the Evaluation of Brand Extensions. In: Wilson, E.J., Hair, J.F. (eds) Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13144-3_87
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DOI: https://doi.org/10.1007/978-3-319-13144-3_87
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