DC FieldValueLanguage
dc.contributor.authorGoumas, Spyridon-
dc.contributor.authorCharamis, Dimitrios-
dc.contributor.authorMaroukla, Eirini-
dc.contributor.authorGarefalakis, Alexandros-
dc.date.accessioned2024-03-03T23:10:01Z-
dc.date.available2024-03-03T23:10:01Z-
dc.date.issued2018-
dc.identifiergoogle_scholar-X9MjLYMAAAAJ:u-x6o8ySG0sC-
dc.identifier.issn2306-6784-
dc.identifier.otherX9MjLYMAAAAJ:u-x6o8ySG0sC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1315-
dc.description.abstractThis paper is examining the purchase likelihood of hypothetical service brand extensions from product companies focusing on consumer electronics based on sector categorization and perceptions of fit between the existing product category and image of the company. Prior research has recognized that levels of brand knowledge eases the transference of associations and affect to the new products. Similarity to the existing products of the parent company and perceived image also influence the success of brand extensions. However, sector categorization may interfere with this relationship. The purpose of this study is to examine Greek consumers’ attitudes towards hypothetical brand extensions, and how these are affected by consumers’ existing knowledge about the brand, sector categorization and perceptions of image and category fit of cross-sector extensions. This aim is examined in the context of technological categories, where less-known companies exhibited significance in purchase likelihood, and contradictory with the existing literature, service companies did not perform as positively as expected. Additional insights to the existing literature about sector categorization are provided. The effect of both image and category fit is also examined and predictions regarding the effect of each are made.en_US
dc.language.isoenen_US
dc.relation.ispartofJournal of Governance and Regulationen_US
dc.sourceJournal of Governance and Regulation 7 (1), 2018-
dc.subjectBrand extensionsen_US
dc.subjectPurchase likelihooden_US
dc.subjectExtension attitudeen_US
dc.subjectBrand knowledgeen_US
dc.subjectGreeceen_US
dc.titleCorporate Brand Extensions Based on the Purchase Likelihood: Governance Implicationsen_US
dc.typeArticleen_US
dc.identifier.doi10.22495/jgr_v7_i1_p5en_US
dc.relation.deptDepartment of Accounting and Financeen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume7en_US
dc.relation.issue1en_US
dc.identifier.spage64en_US
dc.identifier.epage75en_US
dc.linkhttps://papers.ssrn.com/sol3/papers.cfm?abstract_id=4007146en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Accounting and Finance-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0009-0007-5405-496X-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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