Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife
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Published
11-02-2022
M.ª Belén Prados-Peña
https://orcid.org/0000-0002-0689-1276
Abstract
Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category.
Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software.
Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit.
Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage.
Originality and value: This work contributes to the existing knowledge about the process to the formation of brand-extension loyalty of brand of cultural heritage site, taking into account the perceptions about the parent brand in terms of attitude and image. Also, this study examines the moderating role of brand extension fit and the level of involvement with the category
How to Cite
Prados-Peña, M. B. (2022). Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife. Cuadernos De Gestión, 22(1), 21–33. https://doi.org/10.5295/cdg.201380bp
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Keywords
Brand extension, Heritage brand parent, brand attitude, brand image, involvement, brand extension fit
References
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Aaker, D. A., 1991. Managing Brand Equity. New York: The Free Press
Aaker, D. A., 1996. Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Albrecht, C. M., Backhaus, C., Gurzki, H., y Woisetschläger, D. M., 2013. Drivers of brand extension success: What really matters for luxury brands. Psychology & Marketing, 30(8), 647-659.
Anderson, N. H., 1981. Foundations of information integration theory. Academic Press.
Baker, W., J. W.H., Danny M., y Prakash N., 1986. Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference. In: Richard J. L., ed. Advances in Consumer Research. Provo, UT: Association for Consumer Research, V(13), 637-642.
Baloglu, S., y McCleary, K. W., 1999. A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Barone, M. J., 2005. The interactive effects of mood and involvement on brand extension evaluations. Journal of Consumer Psychology, 15(3), 263-270.
Bottomley, P. A., y Holden, S. J., 2001. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of marketing research, 38(4), 494-500.
Boush, D. M., y Loken, B., 1991. A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
Bowitz, E. and Ibenholt, K., 2008. Economic impacts of cultural heritage. Research and perspectives. Journal of Cultural Heritage, 10(1), 1-8.
Boyd, S. W., y Timothy, D. J., 2006. Marketing issues and world heritage sites. In: Leask, A. and Fyall A., eds. Managing World Heritage Sites. Elsevier Ltd, 55-68.
Brown, T. J., y Dacin, P. A., 1997. The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
Buil C.I., y Montaner G.T., 2008. Factores clave en la formación de la actitud del consumidor hacia las extensiones de marca. Cuadernos de Estudios Empresariales, 18, 109-134.
Buil C.I., Martinez S.E., y Pina P.J., 2008. Extensiones de marca en bienes y servicios: Evaluación y efectos sobre la imagen de marca. Revista Española de Investigación de Marketing ESIC, 12(2), 25-43.
Buil, I., de Chernatony, L., y Hem, L. E., 2009. Brand extension strategies: perceived fit, brand type, and culture influences. European Journal of Marketing, 43(11/12), 1300-1324.
Colmenares, O. A., y Saavedra, J. L., 2007. Aproximación teórica de la lealtad de marca: enfoques y valoraciones. Cuadernos de Gestión, 7(2), 69-81.
Czellar, S., 2003. Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.
Chaudhuri, A., y Holbrook, M. B., 2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chaudhuri, A., 2000. A macro analysis of the relationship of product involvement and information search: the role of risk. Journal of Marketing Theory and Practice, 8(1), 1-15.
Chen, C. F., y Tsai, D., 2007. How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
Chen, K. J., y Liu, C. M., 2004. Positive brand extension trial and choice of parent brand. Journal of Product & Brand Management, 13(1), 25-36.
Choi, T. M., Liu, N., Liu, S. C., Mak, J., y To, Y. T., 2010. Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management, 17(7), 472-487.
D’Astous, A., Colbert, F., y Fournier, M., 2007. An experimental investigation of the use of brand extension and co-branding strategies in the arts. Journal of Services Marketing, 21(4), 231-240.
Del Barrio, S. y Luque, T., 2012. Análisis de Ecuaciones Estructurales. In: Luque, T., ed. Técnicas de análisis de datos en investigación de mercados. Madrid: Pirámide.
Del Barrio-García, S., y Prados-Peña, M. B., 2019. Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing & Management, 13, 10-23.
Delgado B. M. E., 2004. Estado actual de la investigación sobre la lealtad a la marca: una revisión teórica. Dirección y Organización, 30, 16-24.
DelVecchio, D., 2000. Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability. Journal of Product & Brand Management, 9(7), 457-471.
Dick, A. S., y Basu, K., 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Doust, H. V., y Esfahlan, H. N., 2012. The effect of brand extension strategies on brand image: An integrative model and research propositions. African Journal of Business Management, 6(11), 4234-4244.
Eren-Erdogmus, Ilker A., y Esin A., 2018. Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions. Journal of Fashion Marketing and Management: An International Journal, 22(4), 476-493.
Evangeline, S. J., y Ragel, V. R., 2016. The role of consumer perceived fit in brand extension acceptability. IUP Journal of Brand Management, 13(1), 57-72.
Fedorikhin, A., Park, C. W., y Thomson, M., 2008. Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291.
Fornell, C., y Larcker, D. F., 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(1), 382-388.
Gierl, H., y Huettl, V., 2011. A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation. International Journal of Research in Marketing, 28(2), 120-133.
Greffe, X., 2004. Is heritage an asset or a liability?. Journal of Cultural Heritage, 5(3), 301-309.
Hair, J.F., Anderson, R.E., Babin, B.J., y Black, W.C., 2010. Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
Hassan, A., y Rahman, M., 2015. World Heritage site as a label in branding a place. Journal of Cultural Heritage Management and Sustainable Development, 5(3), 210-223.
Hayes, A. F., 2017. Introduction to mediation, moderation, and conditional process analysis second edition: A regression-based approach. London: The Guilfor Press.
Hem, L. E., y Iversen, N. M., 2003. Transfer of brand equity in brand extensions: The importance of brand loyalty. ACR North American Advances, 30, 72-79.
Hem, L. E., De Chernatony, L., y Iversen, N. M., 2003. Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.
Huete-Alcocer, N., 2018. Assessing the path from information sources to loyalty (attitudinal and behavioral): evidences obtained in an archeological site in Spain. Thesis, (PhD). Castilla-La Mancha University.
Huete-Alcocer, N., Martinez-Ruiz, M. P., López-Ruiz, V. R., y Izquiedo-Yusta, A., 2019. Archeological tourist destination image formation: Influence of information sources on the cognitive, affective and unique image. Frontiers in psychology, 10, 2382.
Iversen, N. M., y Hem, L. E., 2008. Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42(5/6), 603-626.
Jung, K., y Tey, L., 2010. Searching for boundary conditions for successful brand extensions. Journal of Product & Brand Management, 19(4), 276–285
Kalra, S., 2019. Antecedents of Attitude Towards Brand Extensions. IUP Journal of Brand Management, 16(4), 29-44.
Keller, K. L., y Aaker, D. A., 1992. The effects of sequential introduction of brand extensions. Journal of marketing research, 35-50.
Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K.L., 2003. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd ed. New York: Prentice Hall.
Kim, H., Stepchenkova, S., y Yilmaz, S., 2019. Destination extension: A faster route to fame for the emerging destination brands?. Journal of Travel Research, 58(3), 440-458.
Kotler, P. y Gertner, D., 2010. Country as brand, product, and beyond: A place marketing & brand management perspective. In: Morgan, N.A., Pritchard and Pride, R., eds. Destination Branding: Creating the Unique Destination Proposal (2.ª revised ed.). Burlington, MN: Butterworth-Heinemann, 40-56.
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Martínez, E., Montaner, T., y Pina, J. M., 2009. Brand extension feedback: The role of advertising. Journal of Business Research, 62(3), 305-313.
Martins, M., 2015. The tourist imagery, the destination image and the brand image. Journal of Tourism and Hospitality Management, 3(2), 1-14.
Milewicz, J. y Herbig, P., 1994. Evaluating the Brand Extension Decision Using a Model of Reputation Building. Journal of Product y Brand Management, 3(1), 39-47.
Mitchell, A. A., y Olson, J. C., 2000. Are product attribute beliefs the only mediator of advertising effects on brand attitude? Advertising & Society Review, 1(1).318-332.
Moliner, M.A., Fandos, J.C., Monferrer, D. y Estrada, M., 2020. Entity crisis, halo effect and loyalty. Cuadernos de Gestión, 20(1), 155-180. DOI: 10.5295/cdg.170808mm
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Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. y Wirth, F., 2004. Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
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Oliver, R. L., 1999. Whence consumer loyalty? The Journal of Marketing, 3, 33-44.
Ozretic-Dosen, D., Brlic, M., y Komarac, T., 2018. Strategic brand management in emerging markets: consumer perceptions of brand extensions. Organizations and Markets inEmerging Economies, 9(1), 135-153.
Petty, R. E., y Cacioppo, J. T., 1984. The effects of involvement on responses to argument quantity and quality: Central and peripher-al routes to persuasion. Journal of personality and social psychology, 46(1), 69-81.
Plaza, B., 2006. The return on investment of the Guggenheim Museum Bilbao. International Journal of Urban and Regional Research, 30(2), 452-467.
Poria, Y., Reichel, A., y Cohen, R., 2011. World heritage site–Is it an effective brand name? A case study of a religious heritage site. Journal of Travel Research, 50(5), 482-495.
Prados-Peña, M. B., y del Barrio-García, S., 2018. The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife. Journal of Cultural Heritage, 31, 170-179.
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Aaker, D. A., 1991. Managing Brand Equity. New York: The Free Press
Aaker, D. A., 1996. Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Albrecht, C. M., Backhaus, C., Gurzki, H., y Woisetschläger, D. M., 2013. Drivers of brand extension success: What really matters for luxury brands. Psychology & Marketing, 30(8), 647-659.
Anderson, N. H., 1981. Foundations of information integration theory. Academic Press.
Baker, W., J. W.H., Danny M., y Prakash N., 1986. Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference. In: Richard J. L., ed. Advances in Consumer Research. Provo, UT: Association for Consumer Research, V(13), 637-642.
Baloglu, S., y McCleary, K. W., 1999. A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Barone, M. J., 2005. The interactive effects of mood and involvement on brand extension evaluations. Journal of Consumer Psychology, 15(3), 263-270.
Bottomley, P. A., y Holden, S. J., 2001. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of marketing research, 38(4), 494-500.
Boush, D. M., y Loken, B., 1991. A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
Bowitz, E. and Ibenholt, K., 2008. Economic impacts of cultural heritage. Research and perspectives. Journal of Cultural Heritage, 10(1), 1-8.
Boyd, S. W., y Timothy, D. J., 2006. Marketing issues and world heritage sites. In: Leask, A. and Fyall A., eds. Managing World Heritage Sites. Elsevier Ltd, 55-68.
Brown, T. J., y Dacin, P. A., 1997. The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
Buil C.I., y Montaner G.T., 2008. Factores clave en la formación de la actitud del consumidor hacia las extensiones de marca. Cuadernos de Estudios Empresariales, 18, 109-134.
Buil C.I., Martinez S.E., y Pina P.J., 2008. Extensiones de marca en bienes y servicios: Evaluación y efectos sobre la imagen de marca. Revista Española de Investigación de Marketing ESIC, 12(2), 25-43.
Buil, I., de Chernatony, L., y Hem, L. E., 2009. Brand extension strategies: perceived fit, brand type, and culture influences. European Journal of Marketing, 43(11/12), 1300-1324.
Colmenares, O. A., y Saavedra, J. L., 2007. Aproximación teórica de la lealtad de marca: enfoques y valoraciones. Cuadernos de Gestión, 7(2), 69-81.
Czellar, S., 2003. Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.
Chaudhuri, A., y Holbrook, M. B., 2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chaudhuri, A., 2000. A macro analysis of the relationship of product involvement and information search: the role of risk. Journal of Marketing Theory and Practice, 8(1), 1-15.
Chen, C. F., y Tsai, D., 2007. How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
Chen, K. J., y Liu, C. M., 2004. Positive brand extension trial and choice of parent brand. Journal of Product & Brand Management, 13(1), 25-36.
Choi, T. M., Liu, N., Liu, S. C., Mak, J., y To, Y. T., 2010. Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management, 17(7), 472-487.
D’Astous, A., Colbert, F., y Fournier, M., 2007. An experimental investigation of the use of brand extension and co-branding strategies in the arts. Journal of Services Marketing, 21(4), 231-240.
Del Barrio, S. y Luque, T., 2012. Análisis de Ecuaciones Estructurales. In: Luque, T., ed. Técnicas de análisis de datos en investigación de mercados. Madrid: Pirámide.
Del Barrio-García, S., y Prados-Peña, M. B., 2019. Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing & Management, 13, 10-23.
Delgado B. M. E., 2004. Estado actual de la investigación sobre la lealtad a la marca: una revisión teórica. Dirección y Organización, 30, 16-24.
DelVecchio, D., 2000. Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability. Journal of Product & Brand Management, 9(7), 457-471.
Dick, A. S., y Basu, K., 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Doust, H. V., y Esfahlan, H. N., 2012. The effect of brand extension strategies on brand image: An integrative model and research propositions. African Journal of Business Management, 6(11), 4234-4244.
Eren-Erdogmus, Ilker A., y Esin A., 2018. Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions. Journal of Fashion Marketing and Management: An International Journal, 22(4), 476-493.
Evangeline, S. J., y Ragel, V. R., 2016. The role of consumer perceived fit in brand extension acceptability. IUP Journal of Brand Management, 13(1), 57-72.
Fedorikhin, A., Park, C. W., y Thomson, M., 2008. Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291.
Fornell, C., y Larcker, D. F., 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(1), 382-388.
Gierl, H., y Huettl, V., 2011. A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation. International Journal of Research in Marketing, 28(2), 120-133.
Greffe, X., 2004. Is heritage an asset or a liability?. Journal of Cultural Heritage, 5(3), 301-309.
Hair, J.F., Anderson, R.E., Babin, B.J., y Black, W.C., 2010. Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
Hassan, A., y Rahman, M., 2015. World Heritage site as a label in branding a place. Journal of Cultural Heritage Management and Sustainable Development, 5(3), 210-223.
Hayes, A. F., 2017. Introduction to mediation, moderation, and conditional process analysis second edition: A regression-based approach. London: The Guilfor Press.
Hem, L. E., y Iversen, N. M., 2003. Transfer of brand equity in brand extensions: The importance of brand loyalty. ACR North American Advances, 30, 72-79.
Hem, L. E., De Chernatony, L., y Iversen, N. M., 2003. Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.
Huete-Alcocer, N., 2018. Assessing the path from information sources to loyalty (attitudinal and behavioral): evidences obtained in an archeological site in Spain. Thesis, (PhD). Castilla-La Mancha University.
Huete-Alcocer, N., Martinez-Ruiz, M. P., López-Ruiz, V. R., y Izquiedo-Yusta, A., 2019. Archeological tourist destination image formation: Influence of information sources on the cognitive, affective and unique image. Frontiers in psychology, 10, 2382.
Iversen, N. M., y Hem, L. E., 2008. Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42(5/6), 603-626.
Jung, K., y Tey, L., 2010. Searching for boundary conditions for successful brand extensions. Journal of Product & Brand Management, 19(4), 276–285
Kalra, S., 2019. Antecedents of Attitude Towards Brand Extensions. IUP Journal of Brand Management, 16(4), 29-44.
Keller, K. L., y Aaker, D. A., 1992. The effects of sequential introduction of brand extensions. Journal of marketing research, 35-50.
Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K.L., 2003. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd ed. New York: Prentice Hall.
Kim, H., Stepchenkova, S., y Yilmaz, S., 2019. Destination extension: A faster route to fame for the emerging destination brands?. Journal of Travel Research, 58(3), 440-458.
Kotler, P. y Gertner, D., 2010. Country as brand, product, and beyond: A place marketing & brand management perspective. In: Morgan, N.A., Pritchard and Pride, R., eds. Destination Branding: Creating the Unique Destination Proposal (2.ª revised ed.). Burlington, MN: Butterworth-Heinemann, 40-56.
Lee, T. H., 2009. A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure Sciences, 31(3), 215-236.
Martínez, E., Montaner, T., y Pina, J. M., 2009. Brand extension feedback: The role of advertising. Journal of Business Research, 62(3), 305-313.
Martins, M., 2015. The tourist imagery, the destination image and the brand image. Journal of Tourism and Hospitality Management, 3(2), 1-14.
Milewicz, J. y Herbig, P., 1994. Evaluating the Brand Extension Decision Using a Model of Reputation Building. Journal of Product y Brand Management, 3(1), 39-47.
Mitchell, A. A., y Olson, J. C., 2000. Are product attribute beliefs the only mediator of advertising effects on brand attitude? Advertising & Society Review, 1(1).318-332.
Moliner, M.A., Fandos, J.C., Monferrer, D. y Estrada, M., 2020. Entity crisis, halo effect and loyalty. Cuadernos de Gestión, 20(1), 155-180. DOI: 10.5295/cdg.170808mm
Murphy, S.T., y Zajonc, R.B., 1993. Affect, cognition, and awareness: affective priming with optimal and suboptimal stimulus exposures. Journal of Personality and Social Psychology, 64(5), 723-729.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. y Wirth, F., 2004. Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Nkwocha, I., Bao, Y., Johnson, W. C., y Brotspies, H. V., 2005. Product fit and consumer attitude toward brand extensions: the moderating role of product involvement. Journal of Marketing Theory and Practice, 13(3), 49-61.
Oliver, R. L., 1999. Whence consumer loyalty? The Journal of Marketing, 3, 33-44.
Ozretic-Dosen, D., Brlic, M., y Komarac, T., 2018. Strategic brand management in emerging markets: consumer perceptions of brand extensions. Organizations and Markets inEmerging Economies, 9(1), 135-153.
Petty, R. E., y Cacioppo, J. T., 1984. The effects of involvement on responses to argument quantity and quality: Central and peripher-al routes to persuasion. Journal of personality and social psychology, 46(1), 69-81.
Plaza, B., 2006. The return on investment of the Guggenheim Museum Bilbao. International Journal of Urban and Regional Research, 30(2), 452-467.
Poria, Y., Reichel, A., y Cohen, R., 2011. World heritage site–Is it an effective brand name? A case study of a religious heritage site. Journal of Travel Research, 50(5), 482-495.
Prados-Peña, M. B., y del Barrio-García, S., 2018. The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife. Journal of Cultural Heritage, 31, 170-179.
Prados-Peña, M. B., and Del Barrio-García, S., 2020. How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis. Tourism Management Perspectives, 36, 100755,1-16.
Qu, H., Kim, L. H., y Im, H. H., 2011. A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476.
Raufeisen, X., Wulf, L., Köcher, S., Faupel, U., y Holzmüller, H. H., 2019. Spillover effects in marketing: integrating core research domains. AMS Review, 9(3-4), 249-267.
Rundle-Thiele, S., y Maio Mackay, M., 2001. Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529-546.
Ryan, J., y Silvanto, S., 2009. The World Heritage List: The making and management of a brand. Place Branding and Public Diplomacy, 5(4), 290-300.
Sichtmann, C., Schoefer, K., Blut, M., y Kemp, C. J., 2017. Extending service brands into products versus services: Multilevel analyses of key success drivers. European Journal of Marketing, 51(1), 200-218.
Smith, D. C., y Park, C. W., 1992. The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29(3), 296-313.
Spiggle, S., Nguyen, H. T., y Caravella, M., 2012. More than fit: Brand extension authenticity. Journal of Marketing Research, 49(6), 967-983.
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