Adoption of new brands from multi-branding firms by Chinese consumers

J. Chen, S.J. Paliwoda

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

The increasing importance of branding has brought about much academic interest since the early 1980s. So far, however, the area where the most has been achieved is in brand extensions, and academic achievements in other aspects of branding have been modest (Barwise 1993). Multi-branding, as a very important branding strategy, helps the company target different market segments, spread risk, and meet the consumer's need for variety seeking. This paper attempts to explore how consumer knowledge of the multi-branding company, its product and its existing brands could be transferred to purchase intention of the company's new brand.
Original languageEnglish
Pages (from-to)63-77
Number of pages14
JournalJournal of Euromarketing
Volume12
Issue number1
DOIs
Publication statusPublished - 2002

Keywords

  • consumer knowledge
  • multi-branding
  • brand adoption

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