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Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumer...

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Bibliographic Details
Main Authors:	Ferguson, Graham, Lau, K., Phau, Ian
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2016
Online Access:	http://hdl.handle.net/20.500.11937/51449

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