عنوان انگلیسی مقاله:

Derived versus full name brand extensions

ترجمه عنوان مقاله: توسعه نام تجاری کامل در برابر توسعه نام تجاری مشتق شده

رشته: مدیریت بازاریابی

سال انتشار: 2009

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Most brand extension studies follow the assumption that brand extensions use the full original parent brand name (e.g., Oral-B tooth brush may extend to Oral-B dental floss). However, some companies use derived brand names in their brand extension strategies (e.g. Nestea Iced Tea). This study explores the advantages and disadvantages of derived brand extensions compared to full name extensions. The study examines the importance of target market effects on the evaluation of both brand extension strategies. Findings support the idea that derived brand names leverage parent brand evaluations and protect parent brand from extension failures.
Keywords: Brands, Derived brand names, Brand extensions, Full name

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