AMTP Proceedings 2015
Exploring Product to Service Brand Extensions in B2C Markets
Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
2015
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
The purpose of the research was to more closely examine product to service brand extensions in B2C markets. There has been a considerable level of research that has focus on brand extensions in B2C markets. While most of these studies have examined product extensions, there are a number of studies that have examined service extensions. However, little attention has been paid to cases where companies most well known for their products offerings extend their brand name into service-oriented offerings. In this conceptual analysis, insights from previous brand extension findings were assessed for their relevance to product to service extensions.
DOI
10.20429/amtp.2015.28
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Musante, Michael, "Exploring Product to Service Brand Extensions in B2C Markets" (2015). AMTP Proceedings 2015. 28.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2015/28
