Browsing BI Open by Author "Dimitriu, Radu"

Now showing items 1-2 of 2

    • Brand extension similarity can backfire when you look for something specific 

      Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling (Journal article; Peer reviewed, 2017)
      Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This ...

    • Is similarity a constraint for service to service brand extensions? 

      Dimitriu, Radu; Warlop, Luk (Journal article; Peer reviewed, 2021)
      Are service brands constrained in launching new service offerings? Both research evidence and managerial wisdom suggest brands should extend to similar categories. However, in five studies using real-life brands - four ...