𝔖 Bobbio Scriptorium
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Consumer attitude towards brand extension

✍ Scribed by Srivastava, Kavita; Sharma, Narendra K.

Book ID
121651559
Publisher
Emerald (MCB UP )
Year
2013
Tongue
English
Weight
128 KB
Volume
5
Category
Article
ISSN
1755-4195

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## Abstract This research investigates the influence of two affective cues, namely, attitude toward the parent brand and attitude toward the extension ad, on brand‐extension evaluation. Results show that as perceived congruity between the extension and the parent brand decreases, the influence of a