Abstract
For many companies the (financial) risks of entering new markets or launching new products or services are quite substantial (Boush and Loken 1991; John and Loken 1992). One way of dealing with these risks is to use the familiarity and prestige, or rather, the image of brands as a leverage for enhancing credibility and unobservable quality (Rao et al. 1997). Moreover, a strong corporate brand image can be used to increase communication efficiency, particularly if the new market is clearly beyond the current market scope of the firm (Keller and Aaker 1997).
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de Ruyter, K., Wetzels, M. (2015). Service Brand Extensions the Role of Corporate Image and Extension Similarity. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_11
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DOI: https://doi.org/10.1007/978-3-319-17356-6_11
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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