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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Adoption of new brands from multi-branding firms by Chinese consumers

Chen, J. and Paliwoda, S.J. (2002) Adoption of new brands from multi-branding firms by Chinese consumers. Journal of Euromarketing, 12 (1). pp. 63-77. ISSN 1049-6483

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Abstract

The increasing importance of branding has brought about much academic interest since the early 1980s. So far, however, the area where the most has been achieved is in brand extensions, and academic achievements in other aspects of branding have been modest (Barwise 1993). Multi-branding, as a very important branding strategy, helps the company target different market segments, spread risk, and meet the consumer's need for variety seeking. This paper attempts to explore how consumer knowledge of the multi-branding company, its product and its existing brands could be transferred to purchase intention of the company's new brand.