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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.

Item type:Article
ID code:4479
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:03 Jan 2019 11:31
URI:https://strathprints.strath.ac.uk/id/eprint/4479
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