Service Brand Extensions the Role of Corporate Image and Extension Similarity
For many companies the (financial) risks of entering new markets or launching new products or services are quite substantial (Boush and Loken 1991; John and Loken 1992). One way of dealing with these risks is to use the familiarity and prestige, or rather, the image of brands as a leverage for enhancing credibility and unobservable quality (Rao et al. 1997). Moreover, a strong corporate brand image can be used to increase communication efficiency, particularly if the new market is clearly beyond the current market scope of the firm (Keller and Aaker 1997).
KeywordsPurchase Intention Pioneer Image Service Extension Corporate Image Parent Brand
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