DC FieldValueLanguage
dc.contributor.authorCharamis, Dimitrios-
dc.contributor.authorArsenos, Panagiotis-
dc.contributor.authorGarefalakis, Alexandros-
dc.date.accessioned2024-03-20T10:10:03Z-
dc.date.available2024-03-20T10:10:03Z-
dc.date.issued2018-04-
dc.identifiergoogle_scholar-zK835XQAAAAJ:qjMakFHDy7sC-
dc.identifier.issn2220-9352-
dc.identifier.issn2306-6784-
dc.identifier.otherzK835XQAAAAJ:qjMakFHDy7sC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1531-
dc.description.abstractThe paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empirical evidence that companies that have invested heavily in marketing actions in the past and have built strong brand equity over-time, show flexibility in the mark-up during the cost decision-making process of a hypothetical brand extensions. Variations in mark-up percentages are also observed when there is a difference in image and category fit of the extension to the original brand. However, companies characterized by greater brand equity exhibited greater flexibility in the mark-up percentages, even for low fit extensions.en_US
dc.language.isoenen_US
dc.relation.ispartofJournal of Governance and Regulationen_US
dc.sourceJournal of Governance and Regulation 7 (2), 2018-
dc.subjectInternal controlen_US
dc.subjectBrand equityen_US
dc.subjectElectronics sectoren_US
dc.subjectGoodwill valueen_US
dc.titlePricing of brand extensions based on perceptions of brand equityen_US
dc.typeArticleen_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.issue2en_US
dc.linkhttps://papers.ssrn.com/sol3/papers.cfm?abstract_id=4007208en_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
local.metadatastatusverifieden_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeArticle-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Accounting and Finance-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0009-0007-2335-955X-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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