Show simple item record Colgate, Mark Alexander, Nicholas 2008-11-10T12:06:47Z 2008-11-10T12:06:47Z 2005-04
dc.identifier.citation Colgate , M & Alexander , N 2005 , ' Customers' responses to retail brand extensions ' Journal of Marketing Management , vol 21 , no. 3-4 , pp. 393-419 . DOI: 10.1362/0267257053779145 en
dc.identifier.issn 1472-1376
dc.identifier.other PURE: 83040
dc.identifier.other PURE UUID: a5106821-47c2-4c2f-bce2-3005baf8ded2
dc.identifier.other dspace: 2160/990
dc.description Alexander, N.; and Colgate, N. (2005). Customers' responses to retail brand extensions. Journal of Marketing Management. 21(3-4), pp.393-419 RAE2008 en
dc.description.abstract This paper considers the relationship between a core brand built around retail operations and an extension built around financial services operations. The fundamental question that underlies the paper asks whether a successful/unsuccessful implementation of financial services brand extension impacts positively/negatively on the core retail brand. Findings from over 1000 responses indicate that the retailer brand extensions under investigation do have a significant impact on the core brand. Further analysis, using customers who have experienced the brand extension versus those that have not, reveals that this impact can be negative as well as positive. That is, where a customer perceives the brand extension to be implemented poorly the relationship between the customer and the original brand is compromised. en
dc.format.extent 27 en
dc.language.iso eng
dc.relation.ispartof Journal of Marketing Management en
dc.rights en
dc.subject BRAND EXTENSION en
dc.title Customers' responses to retail brand extensions en
dc.type /dk/atira/pure/researchoutput/researchoutputtypes/contributiontojournal/article en
dc.contributor.institution School of Management and Business en
dc.contributor.institution Centre for Research in Marketing en
dc.description.status Peer reviewed en

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