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Three essays: Affect transfer, netwo...

Liu, Xin.

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Three essays: Affect transfer, network effects and market valuation of brand extensions.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Three essays: Affect transfer, network effects and market valuation of brand extensions./
Author:	Liu, Xin.
Description:	204 p.
Notes:	Adviser: Michael Hu.
Contained By:	Dissertation Abstracts International68-08A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3276968
ISBN:	9780549188209

Three essays: Affect transfer, network effects and market valuation of brand extensions.
Liu, Xin.

Three essays: Affect transfer, network effects and market valuation of brand extensions. - 204 p.

Adviser: Michael Hu.

Thesis (Ph.D.)--Kent State University, 2007.

Brand extension allows a firm to leverage its current brand equity in its new product introduction. This study addresses three key issues in brand extensions: consumer affect transfer process, the impact of extension products on the parent brand equity and the stock market valuation of brand extensions.

ISBN: 9780549188209Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Three essays: Affect transfer, network effects and market valuation of brand extensions.
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008 110831s2007 ||||||||||||||||| ||eng d
020 $a 9780549188209
035 $a (UMI)AAI3276968
035 $a AAI3276968
040 $a UMI $c UMI
100 1 $a Liu, Xin. $3 1282495
245 1 0 $a Three essays: Affect transfer, network effects and market valuation of brand extensions.
300 $a 204 p.
500 $a Adviser: Michael Hu.
500 $a Source: Dissertation Abstracts International, Volume: 68-08, Section: A, page: 3483.
502 $a Thesis (Ph.D.)--Kent State University, 2007.
520 $a Brand extension allows a firm to leverage its current brand equity in its new product introduction. This study addresses three key issues in brand extensions: consumer affect transfer process, the impact of extension products on the parent brand equity and the stock market valuation of brand extensions.
520 $a Essay 1 examines how brand affect is transferred from the parent product to the extension product. The congruency framework (expectancy and relevancy) is used to explain the affect transfer process. Results of three experimental studies suggest that both factors positively influence this process and the largest amount of affect is transferred when both conditions are met.
520 $a Essay 2 addresses the network effects in brand extensions. The theory of network externalities from economics is used to explain the reciprocal network effects from the extension products to the umbrella brand. The study posits that three characteristics of the extension products' portfolio influence the parent brand equity: the portfolio size, the similarity among products in a portfolio and the presence of the attribute compatibility. Experimental findings firmly support these prescribed effects.
520 $a Essay 3 assesses the stock market responses to the brand extension announcements and compares with two related strategies: line extension and brand alliances. The magnitude of the responses is the largest for brand alliances, moderate for brand extensions and the minimal for line extensions.
590 $a School code: 0101.
650 4 $a Business Administration, Marketing. $3 1017573
690 $a 0338
710 2 $a Kent State University. $3 1017419
773 0 $t Dissertation Abstracts International $g 68-08A.
790 $a 0101
790 1 0 $a Hu, Michael, $e advisor
791 $a Ph.D.
792 $a 2007
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3276968