Association of Marketing Theory and Practice Proceedings 2015
 

Title

Exploring Product to Service Brand Extensions in B2C Markets

Document Type

Conference Proceeding

Conference Track

General Papers

Publication Date

2015

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.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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