Conceptualisation and modelling of the process behind brand association transfer

Although the concept of affect transfer has been addressed by many in the literature, the process underlying the transfer of brand associations from parent brands to their extensions is still unclear despite important theoretical and managerial implications.

Conceptualisation and modelling of the process behind brand association transfer

Jean Boisvert

Introduction

Brand and line extension is a research topic that has been constantly evolving since the late 1980s (Boush et al. 1987; Aaker & Keller 1990) to the point of engaging international attention given its importance (Czellar 2003). Still today, the concept of extending brands is a current research area, especially in terms of perceived similarity and extension evaluation (Hem & Iversen 2009; Ahluwalia 2008; Hem & Iversen 2008; Volckner & Sattler 2006), as well as the notion of transfer of brand associations (Hem & Iversen...

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