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...