Research on Change of Time-Horned Apparel Brand Personality After Different Fit Extension

DOI

10.2991/msetasse-15.2015.244How to use a DOI?

Keywords

Fit; Time-horned brand; Brand extension

Abstract

In the tide of economic globalization, brand extension has become essential to promote the development of enterprise strategy. In this paper, take an old-famous apparel brand in China as an example, to study the difference between the high and low fit extension influence the parent brand personality to the consumers' mind. In this paper, there are some following conclusions: firstly, whether high or low fit brand extension, the mother will be positive influence on stimulus dimensions of brand personality dimensions, rugged dimension; Negative influence sincere dimensions, capacity dimension, senior dimension Secondly, a lower fit extension for parent brand personality will affect the magnitude of the above high fit.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qiuyue Wang
AU  - Ping Zhao
PY  - 2015/11
DA  - 2015/11
TI  - Research on Change of Time-Horned Apparel Brand Personality After Different Fit Extension
BT  - Proceedings of the 2015 3rd International Conference on Management Science, Education Technology, Arts, Social Science and Economics
PB  - Atlantis Press
SP  - 1150
EP  - 1154
SN  - 2352-5398
UR  - https://doi.org/10.2991/msetasse-15.2015.244
DO  - 10.2991/msetasse-15.2015.244
ID  - Wang2015/11
ER  -