Select a topic to research and formulate a research question about that topic. U

Question

Select a topic to research and formulate a research question about that topic. Use Google Scholar or the GCU e-Library as your primary search tools. Use "Lecture 2" for a description of what is considered a scholarly article. While you should recognize APA is not the only way to write, this course will adhere to APA formatting. Create a title page, a one-paragraph description of your topic including the research question, and a list with 10 references about your topic from the last 5 years. You are required to include at least one book and five journal articles in your references. You may include the following types of sources: Book Journal article without a doi number Journal article with a doi number Website (be sure it is credible; use no more than two) Dissertation/thesis from a database While permalinks are not part of an APA citation, they do make the information easier to find in the future. At the end of the document, provide the permalinks for all sources (unless one is unavailable). For more information on how to locate the persistent links, review "Persistent Links" in the topic materials. Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

Explanation / Answer

Title- effect of BRAND EXTENSION.

Brand extension is a common method used by companies to launch a new product by using n existing brand name on a new product in a different categories. A company using brand extension hopes to leverage it's existing customer base and brand loyalty to increase it's profit with a new product offering.

It examine the inherent risk of brand extension alongside empirical evidence of the success rates of brand extension compared with brand name product launches. It concluded that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity. It has put forward a number of rules for appropriate use of brand extension.

Research question:

Reference:

Author(s): Eva Martinez  (Eva Martínez is Senior Lecturer in Marketing, Facultad de Ciencias Económicas y Empresariales, The University of Zaragoza, Spain.)Leslie de ChernTony  (Leslie de Chernatony is Professor of Brand Marketing at Birmingham Business School, The University of Birmingham, Birmingham, UK.

Citation:

Eva Martínez, Leslie de Chernatony, (2004) "The effect of brand extension strategies upon brand image", Journal of Consumer Marketing, Vol. 21 Issue: 1, pp.39-50, https://doi.org/10.1108/07363760410513950

2. Philip Kotler- marketing management.

3. Drivers of brand extension.  

FranziskaVölckner and Henrik Sattler Assistant Professor of Marketing and Management, Institute of Marketing and Retailing, University of Hamburg.Professor of Marketing and Management, Institute of Marketing and Retailing, University of Hamburg.

Journal of Marketing

Vol. 70: , Issue. 2, : Pages. 18-34
(Issue publication date: April 2006)

https://doi.org/10.1509/jmkg.70.2.18

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