This analysis shows how perceived credibility and brand concept consistency affect consumer choice in brand extensions, implying crucial marketing implications.
This study examines the effect of communication cues such as perceived credibility and brand concept consistency in influencing consumer choice of brand extensions. Messages that enhance brand concept consistency as well as perceived credibility of the firm positively influenced consumer evaluations. In the absence of these cues, evaluations were significantly lower.
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Nandan et al. (1996) studied this question.
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