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Article Dans Une Revue Recherche et Applications en Marketing (English Edition) Année : 2009

Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level

Résumé

The brand halo effect for vertical product line extensions is analyzed using the central nucleus theory. The empirical study is based on experimentation linked to six brands in the automotive sector. This research shows that central brand associations are transferred to the vertical product line extension regardless of range level-low, middle or high-end range-and that such transference systematically reinforces linkages between such associations and the product line extensions. In contrast, the transfer of peripheral associations appears to be range-dependent, increasing or decreasing linkages between such associations and the product line extension according to the range level considered.
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Dates et versions

hal-02051232 , version 1 (27-02-2019)

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  • HAL Id : hal-02051232 , version 1

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Eric Tafani, Géraldine Michel, Emmanuelle Rosa. Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level. Recherche et Applications en Marketing (English Edition), 2009, 24 (2), pp.73-88. ⟨hal-02051232⟩
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