EXPLORING THE ANTECEDENTS OF BRAND EXTENSION SUCCESS: A RESEARCH ON AN ATHLETIC FOOTWEAR BRAND

TAŞKIN Ç., Emel G. G., ÖZTÜRK O., Petricli G.

3rd International Conference on Social Sciences and Humanities (SOCIOINT), İstanbul, Turkey, 23 - 25 May 2016, pp.377-386 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume:
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.377-386
  • Bursa Uludag University Affiliated: Yes

Abstract

Brand extension strategy which means using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms since it helps reducing costs of creating a new brand and benefiting from the parent brand's brand equity. Thus, it is crucial for companies to understand the antecedents of brand extension success especially in athletic footwear segment that targets mostly young consumers.