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Dimensions of brand-extension fit

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  • Deng, Qian (Claire)
  • Messinger, Paul R.

Abstract

A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Yet this large body of literature fails to provide managers with specific practical guidance about how to create brand-extension fit for optimal results. The problem is a lack of understanding of what brand-extension fit really is, and there has been little work to address this issue by synthesizing the key dimensions of brand-extension fit. The current article addresses this gap by identifying the key constituent dimensions of brand-extension fit. This is an important topic because brand extensions are essential for business renewal and growth.

Suggested Citation

  • Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    • Handle: RePEc:eee:ijrema:v:39:y:2022:i:3:p:764-787
    DOI: 10.1016/j.ijresmar.2021.09.013
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    References listed on IDEAS

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