These findings indicate that both tangible parent brand equity (i.e., perceived parent brand quality) and intangible equity (i.e., perceived parent brand image) can be leveraged to promote brand extension acceptance in the context of a cross-category long-distance brand stretching
with low product-feature similarity between parent product category (i.e., automobile products) and the extension product category (i.e., fashion apparel).
ySTANBUL (CyHAN)- Parliament has banned brand stretching
, the indirect advertising of cigarette brands, with a new amendment to the anti-smoking law.
It is brand stretching
and says chewing tobacco to people in India just like Benson and Hedges says smoking without mentioning tobacco," Action on Smoking and Health chief executive Anne Jones said.
From its humble start on Laura and Bernard Ashley's kitchen table in England in 1953 to a worldwide brand stretching
across virtually every apparel and home classification, Laura Ashley has outlasted--not to mention outsold--dozens, perhaps hundreds, of other designer names.
However, Orange is widely perceived as a global international brand stretching
across the world.
. This occurs when one company brand is stretched to encompass many different 'businesses (i.e., one brand operating in music production, retailing, airline and soft drinks).