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Merchandising/Marketing/Retailing: Branding

Extending Auto Brand into Fashion Clothing Category: An Exploratory Study on Brand Ford

Authors
  • Chuanlan Liu (Louisiana State University)
  • Langchao Zhang (Louisiana State University)

Abstract

Brand extension strategies seek to increase revenues by prompting consumer purchases across product categories. Using an existed well-known brand name to launch new lines or categories of products reduces the need to create awareness and facilitates marketing communications (Aaker & Keller, 1990). Brand extension has been one of the commonly used strategies to launch new products for decades (Aaker, 1996).

Keywords: Brand extension acceptance, Fashion extension, Ford Fashion, Brand Ford

How to Cite:

Liu, C. & Zhang, L., (2013) “Extending Auto Brand into Fashion Clothing Category: An Exploratory Study on Brand Ford”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

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Published on
2013-01-01

Peer Reviewed

License

Creative Commons Attribution 4.0