The role of consumer fanaticism in the acceptance of brand extensions: merchandising in the video games market

The role of consumer fanaticism in the acceptance of brand extensions: merchandising in the video games market

In the modern marketing environment, many brands seek to expand into new markets while taking advantage of their existing brand name and resources to ensure the success of the venture. However like the introduction of any new product, success is not guaranteed and many factors must be considered whe...

Full description

Bibliographic Details
Main Authors: Young, Joshua, Marchegiani, Chris
Format: Working Paper
Published: School of Marketing, Curtin Business School 2010
Subjects:
purchase intentions
Consumer fanaticism
video games market
brand extensions
Online Access:http://hdl.handle.net/20.500.11937/28471

Similar Items

Similar Items