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Extending Service Brands – Does the Extension Category Matter?

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Impulse für die Markenpraxis und Markenforschung

Abstract

This paper focuses on drivers of brand extension success of servicedominant parent brands. More specifically, it analyzes a model of determinants of brand extension success that includes additional drivers of service brand extension success beyond fit between the extension and parent brand and the perceived quality of the parent brand that have not been analyzed in the context of service brand extensions. Furthermore, it considers whether the extension category as either being a product or a service does have an impact on brand extension success. The results indicate that the included additional drivers of success may influence brand extension success. However, their influence depends on whether the extension is a product or a service.

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Authors
  1. Christina Sichtmann
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Editors and Affiliations

  1. Berlin, Deutschland

    Carsten Baumgarth  & Dirk-Mario Boltz  & 

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Sichtmann, C. (2013). Extending Service Brands – Does the Extension Category Matter?. In: Baumgarth, C., Boltz, DM. (eds) Impulse für die Markenpraxis und Markenforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00427-9_14

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  • DOI: https://doi.org/10.1007/978-3-658-00427-9_14

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-00426-2

  • Online ISBN: 978-3-658-00427-9

  • eBook Packages: Business and Economics (German Language)

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