Strategie der Markenerweiterung

This book is based on my doctoral thesis, which I conducted at the Faculty of Management Studies at the University of Delhi, India. It builds on groundbreaking work regarding the brand extension model that has been tested and compared across countries, applying it to the Indian consumer goods segment. Additionally, a more comprehensive and refined model is proposed and tested to better understand consumer evaluation of brand extensions. This model included statistical extensions of the previous model using hierarchical regression with interaction terms for centering the residuals. A key finding that emerged from the collected data and its analysis is that advertisements highlighting the attributes of the extended brand are more suitable than those attempting to establish some kind of relationship between the parent brand and its extension. Some other interesting results of the study are also discussed in the book, which are of great significance to both brand managers and scholars.