Construct · 1 fields · 1 citations

sequential brand extensions: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Branding

the finding that successfully introducing intermediate extensions can make a later, more distant extension more acceptable.

In branding, sequential brand extensions refers to the finding that successfully introducing intermediate extensions can make a later, more distant extension more acceptable. This meaning comes from Keller (1992) in Journal of Marketing Research.[1]

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Nearby constructs

brand extension1 fields · 1 citationsanchor · a standalone construct extension3 fields · 3 citationsjingle · one word, three constructs

References

Keller, K. L., & Aaker, D. A. (1992). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research, 29(1), 35-50. https://doi.org/10.1177/002224379202900104

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