The role of consumer fanaticism in acceptance of brand extensions
Marketers can leverage brand equity through many means, one of which being the release of brand extensions. This refers to a parent brand releasing a new product in a different product category to that which the brand has previously operated in (Aaker and Keller 1990; Tauber 1988). This study will t...
| Main Author: | |
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| Format: | Thesis |
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Curtin University
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/51881 |
| _version_ | 1848758140695216128 |
|---|---|
| author | Young, Joshua |
| author_facet | Young, Joshua |
| author_sort | Young, Joshua |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Marketers can leverage brand equity through many means, one of which being the release of brand extensions. This refers to a parent brand releasing a new product in a different product category to that which the brand has previously operated in (Aaker and Keller 1990; Tauber 1988). This study will test brand extension success, while also examining the effect that consumer fanaticism – as defined by Thorne (2003) – has on the research model used. |
| first_indexed | 2025-11-14T09:39:15Z |
| format | Thesis |
| id | curtin-20.500.11937-51881 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:39:15Z |
| publishDate | 2013 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-518812017-04-10T05:22:57Z The role of consumer fanaticism in acceptance of brand extensions Young, Joshua Marketers can leverage brand equity through many means, one of which being the release of brand extensions. This refers to a parent brand releasing a new product in a different product category to that which the brand has previously operated in (Aaker and Keller 1990; Tauber 1988). This study will test brand extension success, while also examining the effect that consumer fanaticism – as defined by Thorne (2003) – has on the research model used. 2013 Thesis http://hdl.handle.net/20.500.11937/51881 Curtin University fulltext |
| spellingShingle | Young, Joshua The role of consumer fanaticism in acceptance of brand extensions |
| title | The role of consumer fanaticism in acceptance of brand extensions |
| title_full | The role of consumer fanaticism in acceptance of brand extensions |
| title_fullStr | The role of consumer fanaticism in acceptance of brand extensions |
| title_full_unstemmed | The role of consumer fanaticism in acceptance of brand extensions |
| title_short | The role of consumer fanaticism in acceptance of brand extensions |
| title_sort | role of consumer fanaticism in acceptance of brand extensions |
| url | http://hdl.handle.net/20.500.11937/51881 |