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 1049-6483Full text not available in this repository. (Request a copy from the Strathclyde author)
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.
|Keywords:||consumer knowledge, multi-branding, brand adoption, Marketing. Distribution of products, Marketing, Geography, Planning and Development|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||20 Nov 2007|
|Last modified:||06 Jan 2017 04:43|