Proceedings of the 8th International Conference on Education, Management, Information and Management Society (EMIM 2018)

A Discussion on the Conformity between the Cognitive Characteristics of Brand Connotation and Brand Extension Mode

Authors
Yuanbing Liu, Wenbin Liu
Corresponding Author
Yuanbing Liu
Available Online August 2018.
DOI
https://doi.org/10.2991/emim-18.2018.16How to use a DOI?
Keywords
Brand extension; Brand connotation; Cognitive characteristics
Abstract
Brand extension must take into account the cognitive dimension of the brand connotation of the parent brand. The brand extension mode can effectively promote the brand extension only when it fits with the product information attribute, the specific function and the technical attribute, and the symbolic attribute.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Yuanbing Liu
AU  - Wenbin Liu
PY  - 2018/08
DA  - 2018/08
TI  - A Discussion on the Conformity between the Cognitive Characteristics of Brand Connotation and Brand Extension Mode
BT  - 8th International Conference on Education, Management, Information and Management Society (EMIM 2018)
PB  - Atlantis Press
UR  - https://doi.org/10.2991/emim-18.2018.16
DO  - https://doi.org/10.2991/emim-18.2018.16
ID  - Liu2018/08
ER  -