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Foreign Brand Extension Dissertation Search result for 'Foreign Brand Extension Dissertation':
Paper Excerpts: ... launch and plan for brand extension is necessary and worthwhile (Popp, 2003). Coca-Cola must focus on the motivation and research to determine if a new brand or brand extension product is requiredviable[Author ID1: at Wed Nov 19 20:10:00 the most important factors in brand extension is that the new creation must taste good in order to appeal to the than buying the same products week after week (Popp, 2003). Coca-Cola has engaged in brand extension in response to consumer (Popp, 2003). Vanilla Coke was a brand extension initiative undertaken by Coca-Cola, which was developed due to ...
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Sources list for FOREIGN BRAND EXTENSION DISSERTATION: Milewicz, J. & Herbig. P. (1994). "Evaluating the Brand Extension Decision Using a Model of Reputation Building", Journal of Product and Brand Management, Vol. 3, No. 1, pp. 39-47.Marketing and Branding Park, J. W. & Kim, K. (2001). "Role of Consumer Relationships with a Brand in Brand Extensions: Some Exploratory Findings", Advances in Consumer Research, Vol. 28, pp. 179-185. Marketing and Branding Lane, V. and R. Jacobson. (1995). Stock Market Reactions to Brand Extension Announcement: The effect of brand attitude and familiarity. Journal of Marketing, 59(1):63-77. Customer Relationship Management (CRM) Weitz, B. A. (1991). "Role of Product Knowledge in Evaluation of Brand Extension.", Advances in Consumer Research, Vol. 18, Issue 1., pp. 407-413. Marketing and Branding Van Osselaer, S. & Alba, Joseph. "Locus of Equity and Brand Extension." Journal of Consumer Research. Vol. 29, March 2003. Managing Marketing Communications More sources on "FOREIGN BRAND EXTENSION DISSERTATION"
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