The effect of service brand extensions on corporate image: an empirical model
JM Pina, E Martinez, L De Chernatony… - European Journal of …, 2006 - emeraldinsight.com
Purpose–The main objective of this study is to analyse the influence that service brand
extensions have on corporate image. Design/methodology/approach–After reviewing the
previous literature, a model is proposed and tested that shows how extending a services
brand affects the overall corporate image. Statistical analysis of data from a market survey
involving actual services brands and hypothetical extensions was undertaken. Structural ...
extensions have on corporate image. Design/methodology/approach–After reviewing the
previous literature, a model is proposed and tested that shows how extending a services
brand affects the overall corporate image. Statistical analysis of data from a market survey
involving actual services brands and hypothetical extensions was undertaken. Structural ...