Working Papers

Is the New Product Yours or Mine? A Linguistic Perspective on Composite Brand Extensions

Meng-Chun Tsai, Yung-Chien Lou, Lien-Ti Bei, and Kent B. Monroe

Apr 15, 2011

Based on linguistic theories, investigates how consumers form their perceptions of a composite brand extension concept. Using three alliances in four studies, tests the relative strength of the two brands in a composite brand expression.

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