A Discussion on the Conformity between the Cognitive Characteristics of Brand Connotation and Brand Extension Mode
Yuanbing Liu, Wenbin Liu
Available Online August 2018.
- https://doi.org/10.2991/emim-18.2018.16How to use a DOI?
- Brand extension; Brand connotation; Cognitive characteristics
- 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.
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 PB - Atlantis Press SP - 71 EP - 74 SN - 2352-5398 UR - https://doi.org/10.2991/emim-18.2018.16 DO - https://doi.org/10.2991/emim-18.2018.16 ID - Liu2018/08 ER -