engleski

Consumers Perceptions of Brand Extensions - Evidence from Croatia

This paper explores the Croatian consumers’ perceptions of the parent brand and their attitudes towards the brand extensions. The aim of the paper is twofold. In the theoretical part, the authors analyze and discuss the advantages and disadvantages of the brand extension strategy in general, and the characteristics of the different types of the brand extension strategy, too. The main purpose of the primary research is to explore and understand Croatian consumers’ perceptions about the parent global brand (Coca-Cola) and their attitudes towards the brand extensions.

brand extension, brand affect, brand loyalty, brand trust

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